BT Sport is to stream the first 15 minutes of its Rugby Tonight show on Facebook and Twitter for free.
This will give people who have not yet subscribed to BT Sport the chance to sample the rugby union magazine show, which starts tonight at 8pm.
The opening portion of the programme will see special guests taking questions and responding to opinions raised on social media about the latest developments in the game.
This is not the first time BT Sport has sought to make its live sports coverage more accessible by harnessing major web platforms.
BT Sport made its live coverage of last season's Uefa Champions League and the Uefa Europa League finals via YouTube and the BT Sport website, while Saturday afternoon football results show BT Sport Score is now being live streamed to Twitter users in the UK.
Simon Green, Head of BT Sport, commented: "This is a further sign that BT Sport is at the heart of innovation in sport.
"Social media enables fans to watch Rugby Tonight on the move for the first part and for those who do not subscribe to BT Sport to see what we offer and sample BT Sport’s approach to sport and strong programming."
Rugby Tonight will be hosted by Craig Doyle, Martin Bayfield and Sarra Elgan, while experts lined up to appear throughout the season include former international stars Ben Kay, Austin Healey, Ugo Monye, Brian O’Driscoll and Lawrence Dallaglio.
The first special guest this season will be British & Irish Lions, England and Saracens star Maro Itoje.
BT Sport currently has the rights to show up to 69 top-flight English rugby matches per season, as well as extended highlights of all 135 matches in the competition.
The provider also broadcasts at least 37 games in the two European elite competitions each season.