NBC will offer 11 hours of free, no-login-needed online access to the Super Bowl festivities and its hit show The Blacklistpart of an effort to push the cable industry’s “TV Everywhere” initiative that usually makes such digital-video streams available only to those who can prove they’re pay-TV subscribers.

NBC – not incidentally a division of the biggest pay-TV provider out there, Comcast – will make available online-video access to the Feb. 1 Super Bowl, the halftime show with singer Katy Perry, pre-game and post-game shows and that night’s broadcast of The Blacklist, starring James Spader.

“We are leveraging the massive digital reach of the Super Bowl to help raise overall awareness of TV Everywhere by allowing consumers to explore our vast TVE offering with this special one-day-only access,” said Alison Moore, GM and EVP, TV Everywhere for NBCUniversal.

To watch the all the programming, online viewers won’t need to go through the typical authentication and log-in process that proves they are paying subscribers to a cable, telco or satellite provider. Normally, users have to log in through their pay-TV provider’s authenticated account to take advantage of TV Everywhere technology on apps for computers, tablets, mobile devices, game consoles and other streaming devices of various sorts.

During the free streaming, however, users will “receive consistent messaging in and around the experience about the ease in authenticating after the end of The Blacklist,” according to an NBC release.  Also, NBC Sports Digital doesn’t have Super Bowl streaming rights on mobile devices, so you won’t be able to watch on your phone.

NBC recently launched a consumer-marketing campaign called “Watch TV Without TV” to push its TV Everywhere initiatives. This move takes the marketing to another level, and is also the first time the halftime show will be streamed online, NBC said.

The Super Bowl programming will be available beginning at noon ET and will be available through the NBC Sports Live Extra app and http://www.NBC.com. The Live Extra app is available for PCs as well as Apple iPads, Windows and  “select” Android devices.

The Blacklist will stream beginning around 10 pm ET, the first of a two-part midseason premiere that will then move to the show’s new time slot at 9 pm Thursdays, beginning on Feb. 5.