Google is joining the race to produce a full internet-based TV service against rumoured offerings from Apple, Sony and others.
That's according to a new report from the Wall Street Journal, at least. Citing the usual "people familiar with the matter," the publication claims that Google is attempting to replicate traditional TV content offerings, but streamed over the internet rather than cable or satellite.
It's claimed that Google has approached programmers about its plans in recent months, and has even provided a demonstration of its planned product. Google will face considerable challenges in securing agreements from the major media companies, who will not want to risk their lucrative deals with traditional distributors.
It is believed that Google would have to accept a similar bundle structure in order to gain any major broadcasting broadcasting rights. This would involve offering a selection of channels to customers, with popular channels mixed in with less desirable ones.
This is the second time Google has attempted to push such a service, with the first unsuccessful attempt coming two years ago. The landscape has changed considerably since then, with on-demand online services such as Netflix and Hulu thriving and spreading around the world.
Of course, now Google isn't the only company attempting to push online TV either. Sony, Intel and most notably Apple are all known to be working on similar services.
Just yesterday it emerged that Apple was proposing an advert-skipping technology for premium users of its own forthcoming TV service.
Next, read our hands-on impressions of the TV-focused Xbox One.