Blog Post

MLB.TV 99 Cent Pay Per View On The Way

If all the pieces fall in to place, MLB.TV will start offering pay per view games on iPhone at 99 cents a pop by the end of August (subject to the usual local blackout rules). Bloomberg’s Rich Jaroslovsky included that tidbit in the latest takeout on digital flag bearer MLBAM — its constant product rollouts, its ROI for a $77 million investment that projects $450 million revenue this year and more.

It makes sense for MLBAM to add another dish to its growing cafeteria line of ways to get live and VOD baseball including a free version, the premium MLB.TV At Bat, the add-on to watch Extra Innings games on iPhone, and more, but the one-off possibilities are intriguing — a day pass for playing a game or seeing a concert, a limited-access pass between free and all-out, etc. We’ve already seen a number of event-oriented apps, particularly around sports like Turner Sport’s, but what if you could make a micropayment of $1 or less for one day of coverage? Ditto for a day of TomTom access when you don’t need the $100 version. I’ll be very surprised if the various options being considered by Dow Jones (NYSE: NWS) and others don’t include micropayments for a story — click to read and a charge gets put on the card connected to your iTunes account.

The possible glitch is the usual one: all roads lead through Apple (NSDQ: AAPL) and iTunes.