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"SYDNEY \u2014 Australian subscription television service Foxtel is starting to get even more serious in the on-demand space.\nLast month, the company slashed the price of their on-demand streaming service Presto by 50%, from $19.99 to $9.99. This month they have slashed their cable television subscription price in half, to just $25.\nSee also: The Video On Demand War: Australia's Main Players\nThe aggressive move was announced at the 2014 ASTRA conference on Thursday by Foxtel CEO Richard Freudenstein, preparing the company even further for the expected disruptive launch of U.S. streaming giant Netflix.\n\u201CWe know that many Australians are aware of the amazing content and technology that Foxtel offers but feel that the price is not right for their budget. A $25 entry point that gives access to over 40 popular channels in our Entertainment Pack will cause millions of people to have another look at Foxtel,\u201D Mr. Freudenstein said in a statement.\nFoxtel holds the rights to a large portion of the most-watched U.S. television content in Australia, and a long-held complaint by Australians has been the price point of the service. The availability of cheaper content through smart TVs and online has also put pressure on the television giant to slash prices and provide more content. \nThe move sees Foxtel giving current customers bonus access to extra entertainment channels including Showcase. The company also announced it will launch a Boxsets channel and video-on-demand service so current customers get access to the much-loved HBO for no extra cost. This will bring to your lounge room old episodes of Game of Thrones, Girls and the Newsroom to name a few. For new subscribers, you'll need to chuck another $20 in.\nThis announcement, follows the recent decision by Nine Entertainment and Fairfax to partner in the development of StreamCo, with both companies investing $50 million and an expected 2015 launch. As consumers turn away from traditional ways of watching television, Australian companies are trying to place themselves at the front of the growing on-demand market.\nHave something to add to this story? Share it in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/09/04/subscription-service-foxtel-slashes-prices/>