Microsoft is looking to set up a subscription-based TV service for the Xbox, reports suggest.
Sources told Reuters that the software giant is in talks with television networks to establish the service, which would rival similar offerings from Google and Apple.
The sources added that the new Xbox TV service would create a "virtual cable operator", charging a monthly fee for access to specific channels, and potentially creating bundles of programmes aimed at sports fans or children, for example.
More interactive features could also be introduced, including a messaging service that can be used while programmes are viewed.
The service may not be launched for another 12 months, the sources said, but early discussions have been productive. Microsoft has not commented.