Google is taking a fresh look at launching an online pay-TV service, reports The Wall Street Journal, which suggests that it has recently approached media companies about licensing their content for an Internet TV service that would stream traditional TV programming. Such an initiative would pitch Google against mooted plans from Intel, Sony and Apple.

According to reports, in addition to entering into content discussions, Google has demonstrated a product aimed at offering conventional channels, allowing consumers to flip through channels just as they would on cable, as well as accessing on-demand programming.

Some two years ago, Google had similar conversations with media companies, which eventually came to naught.

Other TV-based initiatives have seen Google finance original programming for online video site YouTube, launch a ‘traditional’ cable TV service on its Google Fiber network in Kansas City, and develop Google TV software to be installed on cable TV set-top boxes.

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