ESPN Star Sports (ESS) will be launching a dedicated Southeast Asia feed for Star Sports from August. The feed, which is based on viewing habits and preferences of viewers from the region, is customised in both programming and presentation to deliver sports popular with Singaporean audiences, a company release states.

This includes the best of European football (English Premier League, UEFA Champions' League, Serie A and Spanish Liga), Formula One motor racing, golf and tennis. ESS will also launch SportsCenter, the region's only live daily sports news service, the release says.

The news came in the wake of an announcement that ESS and Singapore Cable Vision (SCV), its Singapore pay TV partner, have reached an agreement to renew the carriage of ESPN and STAR Sports channels in Singapore. The contract will run for five years, effective 1 July.

It has also been confirmed that the English Premier League (EPL) will be available in Singapore on only ESPN and Star Sports channels 23 and 24 on SCV MaxTV. (In February this year, ESS won the exclusive Asian broadcast rights for the Premier League.)

Announcing the conclusion of the broadcast contract with SCV, ESS managing director Rik Dovey said: "This multi-year agreement between SCV and ESPN Star Sports signifies two things - commitment and confidence. Both companies are committed to bringing viewers in Singapore the best sports television sporting action and, working closely together, both companies are confident of further developing the pay TV market in Singapore."

Dovey added that ESS' English Premier League programming, together with the company's UEFA Champions' League, Spanish Primera Liga, Chinese National Football League, Korean Football League, major Asian internationals and the Italian Serie A coverage, "completes what is the strongest football programming line-up of any sports broadcaster in the world."