Cricket Australia is hoping to tap into global interest in the Ashes with a broadband TV launch.
Its TV portal, Cricket Australia TV, is aimed at cricket fan in markets where television rights deals haven't been struck for the series.
It will offer paid-for live video streams and audio commentary of the matches to viewers in regions including Europe, Africa, central and South America.
There will also be a free video-on-demand service offering highlights of Test matches, one day internationals and Australian domestic cricket.
The launch of the online TV service comes in the wake of accusations against Cricket Australia of putting severe restrictions on media outlets wanting to offer online coverage of the Ashes.
According to the Age newspaper in Australia, media companies will be allowed to put only two minutes of post-match press conferences online, with only the BBC given permission to show Ashes highlights online.
Cricket Australia TV is aiming to tap ex-pats and cricket fans in markets where rights deals haven't been sewn up.
However, in country where deals have been struck, such as the UK and US, 10-minute highlight packages will be available.
The service is being delivered by Premium TV, the digital rights company that six months ago struck a deal to create ECBtv, the broadband TV service for the England and Wales Cricket Board.
The live streaming service will be subscription-based and priced from $4.95 (£2.58) per match to $24.95 (£13) for a "season ticket" with access to all matches this summer.
Premium TV is opening an Australian office off the back of the deal.
Cricket fans in Australia will be able to watch highlights on their mobile phone if they subscribe to Hutchinson's 3 network.
Separately, Chelsea Football Club is today unveiling its first major website revamp in five years. Developed by Premium TV it has been overhauled to incorporate video content and more community features.
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