The Tennis Channel aims to put “a new spin” on the model for TV sports programming, the Los Angeles Times reports, with the sports network ready to go directly to consumers by selling a digital subscription service.

The service is called Tennis Channel Plus and costs $59.99 for one-year, or $9.99 for a one-day pass.

“Tennis Channel Plus is not meant to replace the linear Tennis Channel. Instead it is a completely complementary service," Adam Ware, head of digital media for the Tennis Channel, told the publication.

The network has been trying to find a way to monetize the hours of tennis that viewers never see, because it doesn’t have enough time on its TV network to air everything, including lower-profile matches, the report notes.

"More people are consuming long-form programming on their mobile devices," Ware said. "And live sports has been driving the increase in long-form viewing. Live sports is the perfect vehicle — it is the most valuable content out there."