[Updated July 5: 2 p.m. (ET)]
NBCUniversal has begun to make its cable networks available via TV Everywhere, starting with USA Network.
TV Everywhere, the industry's answer to piracy and over-the-top competitors, gives viewers who subscribe to cable, satellite and telco video providers access to programming online and via mobile devices. Subscribers using USA’s website or its USA Now app will be able to see the network's original content, hours after it premieres on the west coast.
Some other apps, including those from Turner and ABC, are beginning to allow online and mobile viewers to watch programming live.
NBC Sports Live Extra live streams much of the broadcast network's event content, as well as the games and competitions that air on national cable service, NBC Sports Network. Another of NBC Sports Group's properties, Golf Channel, is now live streaming its entire lineup, including studio and instructional fare, around the clock at Golf Live Extra.
NBCU says that customers of video providers including Armstrong, Cablevision, Dish Network, Mediacom, Suddenlink and Verizon FiOS who authenticate their subscriptions can access USA programming immediately. For its part, NBCU parent Comcast has also joined the roster of USA authenticators, while other video providers are expected to join their ranks in the coming weeks.
An Apple version of the USA Now app is available now. An Android version is expected to be available in mid-July.
USA will also be launching a second phase of TV Everywhere that will include second-screen capabilities including personalization, game playing, and show recommendations.
“We know many of today’s viewers live in a time-shifted world and are consuming content on multiple screens. TV Everywhere allows us to cater to this audience,” Chris McCumber, Co-President of USA Network, said in a statement. “Making our original series more accessible on digital platforms is a key driver of audience growth, and allows fans to interact with our content on an even deeper level,” said Jeff Wachtel, Co-President, USA Network.
By launching in the summer, USA hopes to capitalize on its popular original programs including Burn Notice and its new show Graceland.
TV Everywhere may also mean additional viewers for USA shows.
"Through our commitment to bringing viewers TV Everywhere from across our portfolio of networks, advertisers are going to have so many more places to showcase their brands and products to a highly engaged, digital audience," said Linda Yaccarino, President, Advertising Sales, NBCUniversal. "USA Now means more access to USA's valuable consumers who are taking every advantage of second screen viewing, providing increased reach opportunities for all our advertising partners."