• by David Goetzl  @dgoetzl, August 20, 2009

DirecTV is launching a Manhattan Project. The satellite operator is kicking off a test that allows some New Yorkers who are not subscribers to have broadband access to its "NFL Sunday Ticket."

Earlier this year, when DirecTV extended its deal with the NFL, it secured rights to sell a broadband-only "Sunday Ticket" product. Only people unable to receive DirecTV -- those living in apartment buildings or homes with poor sight lines -- would be eligible.

This fall's test of "NFL Sunday Ticket Online" is only in the borough of Manhattan. The plan is to roll the program out nationally next season.

For $349.99, a Manhattan resident blocked from DirecTV can access the full "Sunday Ticket" product on a laptop or mobile device. That includes cable customers who are frustrated that "Sunday Ticket" is not available to them.

"We wanted to test it in a small area and given there are so many people in Manhattan that have buildings with line-of-sight issues, it was a logical place to start," said DirecTV representative Robert Mercer. "What we learn from the test, we'll apply to the national rollout next year."

The broadband-only option costs $50 more than what regular DirecTV subscribers pay for a basic "Sunday Ticket" offering ($299.95). The package on both platforms offers up to 14 live games every Sunday.

DirecTV and the NFL have developed a system to ensure that the "Sunday Ticket Online" customers are indeed unable to receive the satellite service. DirecTV's Mercer would not provide details on how the authentication will work.

DirecTV has launched a multiplatform ad campaign for the broadband-only service. With a "Now Online in Every Building" tagline, it is running on bus sides, taxi tops and subway station entrances in New York, as well as in print and on radio.

There are 745,000 TV households in Manhattan, according to the Television Bureau of Advertising. Only an estimated 15,000 have either DirecTV or Dish Network, indicating that there is a significant customer base for "Sunday Ticket Online."

DirecTV does not provide figures on how many Manhattan homes have its service or could have it. (Nationally, about 2 million of the 18 million DirecTV customers pay for "Sunday Ticket.")

Manhattan is also served by Time Warner Cable, and to a lesser degree, over-builder RCN. Neither company would provide figures on the amount of New York customers.

"Sunday Ticket," which allows a Dallas Cowboys fan outside of Texas to watch all the team's games, has been exclusive to DirecTV since 1994. The satellite operator has used it as a marketing vehicle versus cable.

Going forward, the broadband-only opportunity could make the service available to a significant number of city-dwelling cable customers.