According to Ireland’s Sunday Business Post, former monopoly fixed line operator eircom plans to trial a new on-demand TV service – part of a EUR60 million (USD86.3 million) upgrade being undertaken by the firm – in a bid to take on the likes of UPC Ireland and Magnet Networks in the pay-TV market. eircom’s new product will offer on-demand programmes and films in a trial to be launched in Dublin’s Temple Bar with a test audience of up to 100 people. According to the telco’s chief technology officer, Geoff Shakespeare, the company is in the process of obtaining a temporary permit from TV stations to offer such services as it moves forward with its plans to become a triple-play service provider. The telco says it is looking to upgrade its network in a phased manner to increase maximum downstream broadband connections to 24Mbps, up from 6Mbps currently. ‘Fundamental to our pursuing this is the belief that there is a unicast world coming where you get to choose what you want to watch when you want to,’ Shakespeare said, adding that eircom also plans to deploy a fibre-to-the-home (FTTH) trial in 100 apartments in Sandyford.