Firm's mini packages for $78 monthly take aim at NOW's movie channels I-Cable Communications has turned up the heat in the pay-television market with a mini package for a monthly rate of $78, aimed at countering PCCW NOW Broadband's aggressive marketing of its exclusive movie channels. New subscribers signing an 18-month contract with i-Cable will get a package of channels of either news, movies or entertainment. But the more popular football programming will not be spun off as a mini package, and users will have to pay $308 for access. 'We have different mini packages to attract new users but we won't do it above the line due to a flexibility of market strategy,' a company spokesman said. It is not the first time i-Cable has slashed prices to lure new users. The company launched mini packages for a monthly tariff of $129 earlier this year. 'The pick-up in NOW users has outpaced i-Cable, adding pressure on i-Cable's side,' said a market source. NOW is bundled with PCCW's broadband service and users pay by the channel. 'I-Cable needs to attract new users by offering such mini package to compete with PCCW,' another market watcher said. Separately, SuperSun recently withdrew its $198 discounted monthly package after only one month. The package included all basic channels bundled with unlimited broadband for a two-year contract. When SuperSun - the pay-television arm of Television Broadcasts - debuted its service in partnership with Hutchison Global Communications (HGC) in July, it offered the same bundle at $248 per month for an 18-month contract. A source close to the company said the discounted offer - which was available in selected areas and open to HGC residential broadband customers - had been retracted because SuperSun could not meet the sales quota of HGC's broadband offering. As such, the source said, SuperSun would now sell a pay-television only service for $198, and customers opting for the same broadband and pay-television bundle would have to revert to the original price of $248. An HGC spokeswoman said although the $198 discounted package had been successful, the company had nevertheless decided to retract the offer because it would like to 'wait and observe the upcoming special packages to be offered by i-Cable'.