Here's some consolation for StarHub subscribers, who will soon have to pay $10 more for sports package which includes live EPL matches.

The pay-TV operator, stung by a backlash from its move to raise subscription rates, is considering showing live English Premier League matches on alternative channels such as 3G cellphones and broadband computers in August, according to The Straits Times today.

This will go some way to assuage the anger of its subscribers, many of whom are considering cancelling their pay-TV subscriptions, which will go up by $4 a month for basic packages from next month and $10 for sports channel, possibly in October.

StarHub holds the exclusive rights to show EPL matches here for the next three seasons after forking out $250 million to outbid competitors.

The live matches are shown on videos and users can have match highlights streamed on their cell phones for $5 a month.

If StarHub follows through with the alternative service, its broadband and cell phone subscribers can catch entire live matches on their PC screens and cellphones. It will also help the telco recoup the costs for the EPL screening rights.

StarHub is still deciding the price of this new service, but aims to "exploit opportunities to use the mobile and broadband rights to the fullest", said its senior vice-president for cable, fixed and Internet protocol services, Mr Thomas Ee.

With audiences now seemingly more willing to accept video viewing on their computers, Mr Ee said: "Would people want to watch 380 matches on the PC? Twelve months ago, I had my doubts, but now I think it's possible."

Read the full story in The Straits Times today.