Google ‘plans web TV service’

Google is reportedly working on a new online TV service and is approaching media companies about licensing their content.

The online search giant’s TV service would stream traditional programming, potentially replicating and challenging those of existing pay TV operators, according to The Wall Street Journal.

If Google goes ahead with the idea, it would join other firms including Intel and Sony, which are said to be planning to offer cable TV-style packages over the internet.

Intel has reportedly decided on the brand name OnCue for its service, which is due to arrive before the end of the year.

Google, which last year launched a broadband and TV service called Google Fiber in Kansas, has so far declined to comment.

The company has had limited success in securing rights to film and TV content for its YouTube online video rental service and Google Play Android store.

In 2010, the company launched its smart TV platform Google TV, which allowed customers to browse websites and watch television in tandem.

Meanwhile, Apple’s latest attempt to crack the living room has seen the firm reportedly offering to pay media owners for the right to skip ads between programmes.