Millicom has unveiled Tigo Star, its new brand to propel take-up of its broadband, cable and pay-TV services.
Tigo Star will launch in Paraguay this week with launches in El Salvador and Costa Rica on March 26th before being rolled out to other markets in Latin America during 2014.
Tigo Star will support the growth of Millicom’s cable services following the purchase of local fixed-line companies in Paraguay and Bolivia and its proposed satellite offering in Latin America. It will make bundled Tigo services even more attractive to consumers.
Tigo Star comes after the launch of the Tigo Sports channel in Paraguay last month with the 24-hour TV service coming to Bolivia soon.
Commenting on the launch, Millicom’s President and CEO, Hans-Holger Albrecht said “Tigo Star lights up the Tigo brand to show consumers how we offer a complete digital lifestyle that includes compelling entertainment and broadband services. Cable and entertainment is one of our four strategic growth pillars and the launch of Tigo Star is a significant step as we execute our plan to boost revenues in this category.”