AC MILAN fan Lim Yan Wen has been finding all ways to update herself on her favourite team's progress in Serie A.

She first fell in love with the Rossoneri 10 years ago, after watching them on free-to-air television.

But these days she has been scouring the Internet for news and clips on the Italian team, as Serie A matches are now rarely shown on both free-to-air and cable television.

'Most of the time, I would visit football websites, YouTube and the official Milan website, for news and video clips of the team,' said the 22-year-old student.

Serie A fans like Lim would no longer have to suffer from this lack of air-time.

SingTel will launch a new football channel - Channel 61 - this Sunday on mio TV, the telecommunications giant's paid-television platform.

The new channel will offer mio TV subscribers up to four 'live' matches every weekend - featuring top Serie A teams such as Juventus, AC Milan, Inter, Lazio and Roma - along with previews.

While Italian football does not enjoy a fanbase as big as the English Premiership, the company is confident in attracting subscribers to the channel, despite the economic downturn.

'There are people who enjoy Serie A more than the English Premier League,' said Low Ka Hoe, director of mio TV and Content.

'Mio TV's position here is to give what they want, instead of being forced to take whatever is available to them.'

Peter Leible agreed.

The managing director of MP & Silva, which holds the rights to the Serie A games, added: 'This is not the first time that we have a crisis in the world.

'In such times, where money is short, people stay at home, and what should do they do at home? Watch television.

'In times of crises, ratings will increase, not decrease.'

However, football fans may not be as eager for the new service during such uncertain times, especially if they have already subscribed to StarHub's football package, which offers English Premiership matches.

'I am happy with just watching EPL matches,' said 34-year-old Han Shen Kwang, who supports Leeds United and Juventus.

'I am not going to get another set-top box even if it is cheap, since we still relate more to English teams and English football.'

Decision

Not even the migration of Champions League football from StarHub to mio TV will change his decision.

'I won't be able to catch most of the Champions League matches anyway, since they are shown very early on weekdays and I need to work the same morning,' added the procurement executive.

'And on weekends I can probably watch one or two Premiership matches because I still have to spend time with my family.'

But there is a glimmer of hope.

'This sounds like a good plan and the price is quite worth it,' said Lim.

'Even though I probably would be the only one in my family watching it, I will definitely consider subscribing to the channel.'

What is in store

OTHER than showing up to four 'live' matches every weekend, mio TV's Channel 61 will also offer a half-hour preview programme every week.

Aired just before every Serie A game, the preview programme will preview all the week's matches. Also, the games would be made available to all mio TV subscribers - even those who have not signed up for the soccer channel - for a month via their video-on-demand service.

As a special treat, all mio TV subscribers will be able to watch this Sunday's games on the free preview channel (Channel 0).

9 Nov

1am - 3am: Torino v Palermo

10pm - 12am: Inter v Udinese

13 Nov

3.30am - 5.30am: Juventus v Genoa

16 Nov

10pm - 12am: Milan v Chievo

Pricing

VIEWERS who subscribe to mio TV's SuperSaver Pack - which costs $19.90 per month - will receive the soccer channel for free, along with 24 other lifestyle and entertainment channels.

Channel 61 is also available as a standalone channel at $8 per month (excluding GST), although viewers would have to top it up with another channel to meet the minimum $16 requirement.

For more information, please visit http://mio.singtel.com/miotv/