The groundbreaking rollout of in-market online live viewing opportunities in Major League Baseball continued on Monday with the announcement that San Diego Padres games will be streamed for fans in that region starting on July 16.

Cox Communications, the Padres and MLB Advanced Media (MLBAM) announced an agreement that will allow customers who subscribe to Cox's broadband high-speed Internet service within the Padres' home television territory to purchase a package of Padres game telecasts for live in-market online viewing. This is another landmark agreement for which a live in-market streaming product in professional sports includes games with local TV rights.

Using an authentication process that will be enabled and managed by MLBAM and Cox, Cox High Speed Internet customers can watch Padres games live on their computer anywhere in the Padres television market, including at work or at home.

Padres fans can learn more about the product and purchase the package on web pages accessible from Padres.com and Cox.com. The Padres.TV product, available for a one-time fee of $49.95 for the remainder of the season or $19.95 for any 30-day period, is scheduled to launch on Thursday, July 16 at 7 p.m. PT with Channel 4 San Diego's Rockies-Padres broadcast.

Where available, games will be delivered with high-definition-quality pictures, using the highest quality live streaming pioneered by MLBAM this year in its MLB.TV Premium package.

"We are very pleased to partner in this important joint effort to deliver greater access to Padres fans within their local market," said Bob DuPuy, MLB's president and chief operating officer. "The agreement presents additional opportunities for fans to stay connected to the Padres while providing them the flexibility and convenience to do so when they cannot be at Petco Park. San Diego also marks the second franchise to take this significant step by offering in-market streaming and I expect additional clubs to follow in the near future."

Major League Baseball last week announced a similar "Yankees on YES" deal, which will begin on July 8, becoming the first in-market live streaming package. DuPuy has said he expects similar arrangements to be announced gradually, and that a "majority" of clubs should be included by sometime in 2010.

"We're proud to be at the forefront and breaking new ground among professional sports franchises by offering live, in-market, online viewing to our fans," said Tom Garfinkel, president and COO of the Padres. "We're committed to creating more choices for how our fans experience Padres baseball here at Petco Park and beyond."

"Now Cox customers have another convenient way to enjoy Channel 4 San Diego's award-winning coverage of Padres baseball," said Craig Nichols, vice president and general manager of Channel 4 San Diego.