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The PGA TOUR is testing a direct to consumer business model with the introduction this week of PGA TOUR LIVE. Fans can have access to two different groups each day on Thursday and Friday tournament rounds. PGA TOUR LIVE debuts Thursday at 7:30 a.m. EDT and will provide exclusive shot-by-shot coverage of Rickie Fowler, Ben Crane and James Hahn or K.J. Choi, Danny Lee and John Senden. Friday’s groups are Tiger Woods, Bill Haas and Nick Watney or Justin Rose with Jimmy Walker and David Lingmerth.

This week’s Quicken Loans event is the first of seven tournaments through the remainder of the 2014-15 season where consumers can choose the service. According to the PGA TOUR, it will have it will have more than 30 events per season there after. It is initially available on the seven-day free trial on iPhone, iPad and desktop/laptop platforms. PGA TOUR LIVE is being priced at $4.99 per month from pgatourlive.com or the Apple App Store and will become available on Android and other platforms at a later date.

“PGA TOUR LIVE is a groundbreaking service for golf fans, enabling them to watch live Thursday and Friday early morning action as soon as competition begins,” said Rick Anderson, the PGA TOUR’s Executive Vice President for Global Media. “We’re confident that this exclusive coverage of marquee groups, alongside our Thursday and Friday Golf Channel telecasts, has strong potential to build fan interest and viewership for our traditional television coverage.”

Following the conclusion of the featured groups on Thursday and Friday this week, PGA TOUR LIVE will shift its live broadcast coverage to the Featured Holes at the Robert Trent Jones Golf Club – a pair of par-3s, the 11th and 16th. In total the new service will deliver access to more than 11 hours of live coverage to fans each day. PGA TOUR LIVE initially will be available in the United States, Canada, Ireland, Australia and the United Kingdom. Other markets will follow.