ESPN has recently made its flagship cable sports network available live on Apple Inc.'s mobile devices for subscribers to pay-TV service from Time Warner Cable Inc., Verizon Communications Inc. and Bright House Networks. Customers of those providers can download the free software from Apple's App Store, confirm their subscription, and view ESPN, ESPN2, ESPNU and ESPN3.com on their iPad, iPhone or iPod just as shows appear on a regular TV but without commercials. ESPN's new App can be used anywhere, making it a more attractive offering for ESPN viewers.

The pay-TV operators that provide access to ESPN's new app have affiliate agreements with the company's corporate parent, Walt Disney Co., that allow for digital distribution of some TV programming in a way that's only accessible to their video subscribers. Steve Jobs, Apple’s CEO, is Disney's largest shareholder and sits on the board.

By requiring authentication to access live programming on new media devices, ESPN and its distribution partners are extending their lucrative pay-TV business model onto the Web as a more mainstream place for consumers to watch video content and a potential replacement to traditional TV. Some programmers and content rights holders have objected to the apps offered by Time Warner Cable and Cablevision, disputing the cable companies' claims that they own the rights to distribute programming on the iPad within their customers' homes. Time Warner Cable recently removed a number of channels from its app after their owners objected-the dispute between Time Warner Cable and Viacom Inc. has since turned into litigation.

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