Rogers Communications’ cable and wireless subscribers are set to gain free online access to TV, movie and web content from Nov. 30 as part of the cable operator’s long-awaited Rogers On Demand Online service.

‘We aim to provide online and mobile access to replicate your TV subscription,’ David Purdy, VP of video product management at Rogers, said Monday night as the cable operator unveiled its ad-supported video portal, which will distribute current and past primetime series and movies to subscribers anywhere in Canada where they can access the Internet.

Subscribers will be able to access programming based on the their current tiered-cable plans. Content they cannot access on their TV sets will be locked on the web portal.

The broadband portal will launch initially with a video player featuring content from 15 channels, including Citytv, Rogers Sportsnet, OLN, Warner TV and Michael Eisner’s web studio Vuguru, in which Rogers recently bought a minority stake.

The ad-supported content will feature the same number of commercial breaks as on TV. However, only one commercial will run in each break. Subscribers will not be able to skip or fast forward through commercial breaks, as they can with a PVR. At the same time, they will not have to re-watch commercials if they return to a show on the video portal.

By the first quarter of 2010, the Rogers On Demand Online service will link to social media sites and include live event streaming.

By the second half of 2010, Rogers will add a mobile app to ensure smartphone customers can browse their favorite TV shows on-the-go.

Rogers said the portal, by offering premium content for free to current subscribers, aims to keep customers from choosing to cut their cable lines as they increasingly watch TV online from legal or illegal sources.

‘Mobile will truly deliver content anywhere,’ Lara Skripitisky, director of broadband marketing and programming for Rogers explained.

Purdy added that, with the exception of Vuguru, the Rogers On Demand Online service will not offer exclusive access to TV content. Instead, Rogers aims to negotiate with all Canadian broadcasters and content carriers to make its video portal ubiquitous and ensure cable operators don’t go the way of music companies and be pushed aside by free content on the Internet.

‘Our vision is to have every partners’ content online,’ Purdy said.

He added that once the Rogers portal proves there’s ad revenue and security for programming, then rightsholders will embrace the Canadian video portal.