News Releases

Singtel mio TV launches TRACE - Singapore's first urban music and culture channel

Singapore, 15 May 2008 – Singtel announced today that TRACE - the #1 international TV channel exclusively dedicated to urban music and culture - will be exclusively available on mio TV Channel 41 from this Saturday, 17 May 2008. 

Launched in March 2003 in France, TRACE is a unique 24/7 music channel that covers all urban music genres including Hip Hop, R&B, Soul, Groove, Dance, Electro, Salsa, Reggae and Rap fusion; with exclusive selections of features, celebrity interviews, and documentaries dedicated to urban trends.
Singtel’s partnership with TRACE allows mio TV subscribers exclusive access to the channel’s wide-range of urban culture content 24/7.  TRACE’s programming targets over one billion urban youths around the world and will soon include special Asian programming blocks with the best Asian urban acts in the programme, TRACE Asia.
TRACE also features CODE, a worldwide tour of the latest urban trends captured by an international team of journalists including correspondents in Asia (Tokyo, Beijing, Hong Kong, Mumbai and soon, Singapore).  CODE covers a wide array of topics from urban dance to sport, technology to fashion, style to cinema.
One of the highlights of the channel is that local viewers can send in their coolest and funniest videos via which will be aired in a segment called My TRACE.  TRACE URBANHITS also looks set to be a hit with the connected youths, playing a daily refreshed exclusive section of the best urban videos from the hottest urban music producers in the world.  GUESTSTAR is where viewers can watch their favourite urban icons get grilled in gruelling interview sessions.
Speaking on the new alliance, Low Ka Hoe, Singtel’s Director of mio TV and Content said, “We are very excited about being the first to bring TRACE to Singapore audiences.  Urban music is huge in this region and TRACE’s dedication to this brand of music and culture is sure to hit the spot with young audiences and further invigorate the street culture scene in Singapore” 
“We are especially pleased that the channel offers audiences a level of interactivity, as mio TV is all about catering content to the individual viewer,” he added.
“We are excited to serve the sophisticated, trend-setting, music aficionado audience inSingapore,” said Olivier Laouchez, Co-Founder, Chairman and CEO of TRACE. “The theme and feeling of the channel - the exchange of cool, new urban lifestyle and music on the top of cultural influences for an increasingly global urban movement - fits perfectly with the community marketing activities of mio TV.”
TRACE is distributed in 125 countries and has a viewership of over 450,000 in Asia Pacific alone.  Subscribers can look forward to a special launch party in June which will feature DJ Hi-Grade, an internationally acclaimed visual DJ from the channel.
Subscription details for TRACE Channel on mio TV
TRACE on mio TV Channel 41 – available on a monthly basis at $4.28/month or on a twelve month basis at $3.42/month
Current mio TV subscribers can preview the channel on mio TV channel 0 from now till 19 May 2008.  They can subscribe to the channel directly by using the mio TV on-screen interface or by contacting the Singtel Hotline at 1800 555 6000 from Monday to Saturday, 8.00am to 6.00pm. For new subscribers, sign-ups for mio TV services are available at any hello! store or at Singtel Exclusive Retailers. For more information on mio TV and channel offerings, the public can visit

Launched in 2003, TRACE is available in over 125 countries through its various media properties (digital TV, radio, magazine, web, mobile). All TRACE branded media are dedicated to urban music and culture and target the urban youths, trend setters, early adopters. TRACE is owned by its founders, Goldman Sachs, Universal Music Group and senior bank and media executive from France, USA, Brazil, Asia and Africa. For more information, visit
About mio TV
mio TV is the innovative digital pay TV service offering from Singtel. Launched in July 2007, the service offers customers value and full flexibility to watch what they want, when they want. Currently, mio TV offers a total of 48 channels from a wide range of genres as well asSingapore’s largest range of video-on-demand titles and High Definition content.
Singtel is Asia's leading communications group providing a portfolio of services including voice and data services over fixed, wireless and Internet platforms. Together with its regional partners, it serves over 185 million mobile customers in eight markets. For more information, visit