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Foxtel today announced that it will reduce the entry-level price of Foxtel Digital by around 30 percent from $50.95 to $36.95 (on a two-year plan).

The newly created entry-level package provides 25 channels and 30 audio channels with a separate one-off installation charge. These channels will include general news, sports news, entertainment, documentary and kids channels.

But in a significant change to the existing packaging structure, Foxtel has introduced a range of tier channel packages. The tiers include a sports tier, movie tiers and general entertainment tiers. Consumers can add five of these tier channels packages to their entry-level “Get Started” package for $14.95 per month, per tier, with a second tier costing $5. This means that sports fans will have to add on a sports tier to their “Get Started” package if they want to view Fox Sports 1 and Fox Sports 2. Foxtel said it hopes the price cut and new packaging structure will be incentives for more Australians to sign up to the service.

“Our new packaging is the result of extensive consumer research across Australia over a long period. Foxtel recently trialled the new packaging in the NSW Hunter Valley region with highly encouraging results. Consumers saw the increased package choices and lower entry price as really good deals. They were attracted by the ability to further tailor Foxtel according to their own tastes and select channel packages from clear and simple programming genre divisions. Our experience of Foxtel Digital to-date is that customers choose additional Foxtel services when they subscribe. We expect consumers will respond to the new packages in the same positive way,” said Foxtel’s CEO, Kim Williams.

The new “Get Started” package and tier channel packages will be launched on Friday 5 May with Hugh Jackman continuing as the face of Foxtel’s print and online advertising campaign.

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