Rogers Communications on Tuesday night will start live streaming its Rogers Sportsnet coverage of Toronto Blue Jays baseball games on its Rogers On Demand Online and Rogers on Demand Mobile services.

The new offerings come on top of Rogers’ existing Rogers Sportsnet and Sportsnet Radio FAN 590 services as the sprawling media group looks to fully exploit its content on a range of existing and emerging digital platforms.

Blue Jays games will be available for free to Rogers’ cable, wireless phone and high speed internet access customers that have access to the TV-anywhere Rogers On Demand Online service or Rogers On Demand Mobile subscription.

And, from Aug. 8, Rogers will provide live streaming coverage of the 2011 Rogers Cup tennis tournament on the Rogers On Demand Online and Rogers On Demand Mobile services.

The rights to the Blue Jays content are held by the club and the content will be available to rival carriers on a non-exclusive basis, Rogers Media has confirmed.

The recent CRTC hearings included several industry voices warnings against exclusive program rights agreements, with indie carriers urging that they be able to secure access to the TV content of vertically integrated carriers like Rogers on fair terms.

Note: This article was updated on Tuesday at 11:32 a.m..

Photo: Beth and Christian, Flickr Creative Commons

Photo: emdot, Flickr Creative Commons