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By Ruggero Jenna, director, Dominic Arena, partner, and Cheryl Lim, manager at Value Partners Singapore. Singapore's pay TV industry is experiencing a transformation. The advent of fierce competition and rights bidding, followed by a controversial regulatory development, namely the Media Development Authority of Singapore's (MDA) proposed introduction of an “exclusive content cross-carriage measure”, has captured the attention of pay TV industry groups and other interested parties worldwide. Well-voiced concerns on both sides of the spectrum regarding the formulation, feasibility and impact of such a regulatory measure have been fiercely debated by stakeholders, with the face-off at one stage threatening to snowball into an international incident. However, contrary to some quite negative arguments put forward publicly to date, Value Partners' independent analysis over a 10-year timeframe shows that the MDA measure is not an ill-conceived or hasty retort to a temporary market anomaly which threatens to destroy economic value, but an innovative and well-grounded measure.