• by David Goetzl  @dgoetzl, November 30, 2009

As U.S. cable operators gear up for a widespread launch of a "TV Everywhere" concept, Rogers Communications debuted a version in Canada on Monday.

Rogers' system, however, differs somewhat from the systems coming stateside.

Customers of any Rogers service -- TV, broadband, home phone or wireless -- will be able to access some TV shows and movies "anywhere, anytime" via a dedicated Web site.

A separate option is in place for Rogers cable TV customers, who will be able to view some of the same programming available in their homes on the Web site.

That is the model U.S. cable operators are employing -- allowing TV customers free Internet access to get much of what they receive at home through their paid subscriptions.

In order to gain access to the rogersondemand.com site, Rogers customers must go through an authentication system to verify their status. The interface has them entering a user name and password, and access is free to eligible customers.

The cable operator run by the multifaceted Rogers is Canada's largest, serving about 2.3 million homes. The company is also Canada's largest wireless services provider. (No U.S. MSO also owns a wireless provider.)

Rogers is branding its service "Rogers On Demand Online," similar to what Comcast is using in the U.S. Time Warner Cable is employing a "TV Everywhere" brand.

The catchall "TV Everywhere" concept is intended to protect the revenues cable companies receive from TV subscriptions. With so much of the same content available free online that customers pay for, operators want to ensure that people don't drop their cable subscriptions.

Rogers said the beta rollout of its system offers 1,000 hours of content culled from 30 channels.

Starcom MediaVest has a deal to serve as an exclusive sponsor at first for Rogers On Demand Online to back clients, such as Research in Motion (a Canadian company), Kellogg's, Kraft and Samsung. It is unclear what the inventory includes, such as pre- or mid-roll spots within the video streams, although a banner ad for a Kellogg's cereal was on the home page Monday.

Networks that are making content available include Canadian versions of Scripps' Food Network and HGTV, A&E's Biography Channel, Comcast's G4 and Viacom's Spike.

Shows such as Nickelodeon's "SpongeBob SquarePants," TNT's "The Closer" and USA's "Burn Notice" are also accessible.

Series from American broadcast networks that can be viewed include ABC's "Ugly Betty" and "Extreme Makeover: Home Edition," CBS's "Survivor," and Fox's "House" and "Glee."

The inclusion of ABC shows might be viewed as a surprise, since Bob Iger, the CEO of Disney, has voiced some skepticism about "TV Everywhere" as currently formulated.

But cable operators in the U.S could do without ABC programming on their "TV Everywhere" systems, since the shows are on a broadcast network.

What is sought after is the chance to offer programming behind online walls from Disney outlets such as ESPN and the Disney Channel.