For instance, at the start of this year’s baseball season in April, users of BAM’s $9.99 MLB At Bat application for Apple Inc.’s iPhone and iPod Touch were able to receive live streaming audio of games, along with quickly available in-game video highlight clips.

In June, the same day Apple released new iPhone software, BAM began streaming live video of two entire games. By late July, subscribers to its MLB.TV package -- which delivers games to computer desktops -- could view any game live on the iPhone. Now, as baseball’s pennant races enter the home stretch, BAM will by Sept. 1 allow At Bat users to buy live access to any individual game for 99 cents.