In Hong Kong, PCCW's NOW Broadband will increase fees for its pay-TV services by at least 16 percent next month. The company will increase the cost of the full subscription package from HK$388 to a record for the city of HK$450 to recoup some of its US$200 million investment last year in the rights for three years of English Premier League football. Only new subscribers taking out the full package will be affected, Barclay Crawford and Frederick Yeung reported in the South China Morning Post. PCCW outbid I-Cable by paying a reported £10 million, in a territory of only seven million people.