Professional baseball's online arm MLB Advanced Media L.P. continued to boost its content delivery coverage via the Internet Wednesday by tabbing Virage Inc. to distribute programming and video coverage of the season, which begins April 2.

In an age where video-on-demand capabilities are being honed for films and corporate events, Virage will attempt to show that it also works for sports by providing New York City-based MLBAM with the infrastructure services to create a searchable video database of the entire 2001 season. Financial terms were not made public.

Using the database of video and statistics compiled throughout the season, baseball aficionados will be able to view specific game, player, or play highlights shortly after each game ends, using Virage's Internet Video Application Platform.

Virage will also provide application services and Web editing tools that allow MLBAM video editors and producers to create streaming video game-highlight packages for coverage on MLB.com.

Virage will work with content distribution specialist Akamai to stream Major League Baseball via its network. This agreement completes a complimentary double play of sorts for MLB.com, which just yesterday tabbed content distribution maven Real Networks Inc. for pay- per-listen broadcasts. Fans who sign up through the MLB.com would pay $9.95 for the full season.

For MLB.com, the deal is a sign that the powers that be behind America's favorite pastime are shaking the rust out in terms online content distribution. They had been bested by the National Basketball Association, which has been doing pay-per-listen and streaming other offerings for about 4 years, also under the aegis of Real Networks.

MLB.com's goal is no secret; it's to make itself the premier destination for baseball fans on the Internet. Equally as important, Bob Bowman, president and CEO of Major League Baseball Advanced Media, shows he understands how huge Web distribution can be as a medium for sports -- not just music and movies.

"True interactivity allows our fans to see specifically what they want, when they want to see it, and that's what our partnership with Virage provides," Bowman said Wednesday in a press statement.

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