The Star Choice Television Network has finalized the bulk of its programming schedule and will make its service available to Canadian consumers on March 31, making it the first dth contender out of the blocks.

Star Choice, a wholly-owned subsidiary of Fredericton, n.b.-based Star Choice Communications, announced it would begin offering 11 Canadian channels plus audio channels in both the east and west on March 31.

The company anticipates offering three package bundles and promises subscribers the ultimate in programming flexibility with an eventual build-your-own custom package.

The March 31 special introductory package of Canadian channels will be offered for $19.99 per month and thereafter Star Choice will add an additional six Canadian channels in the east between April 14 and April 30. From mid-April to May 16, u.s. channels will be added and the company will begin offering its total introductory service of 33 video plus audio channels in the east and 22 video plus audio channels in the west.

Star Choice, founded in July 1996, received its licence from the crtc last August and in January began sending a preview of its signal to 500 dealers across Canada.

The service utilizes dual-feed technology to enable reception of Canadian as well as u.s. signals, which Star Choice receives from u.s. dth service Echo Star Communications of Englewood, Colorado. Equipment is also from Echo Star and subscribers will receive signals from a 60-centimeter (24-inch) satellite dish and a set-top receiver, with hardware costs set at $899. Star Choice systems will begin shipment to distributors March 17 and will arrive at dealers March 24.

The company has forecast about 68,000 people will sign on to the service in the first year, and according to Bill Barrett, president of Star Choice marketing, orders will likely exceed that figure based on the response thus far from dealers and distributors.

While current estimates of the gray market from u.s. dth services are between 200,000 and 300,000 households, Star Choice director of marketing Peter Porteous says picture quality and range and flexibility of programming will draw subscribers to a Canadian solution.