Facebook is working on a TV-style video app and is already seeking publishers to create exclusive content for it.

According to a report in WSJ, the app is part of an effort by Facebook to make itself a video-first company – allowing it to compete for TV advertising revenue. Facebook’s strategy to push more video content on the platform has been well documented in recent time.

The report did not reveal many specifics of the app, but it did say that the company’s video programming content would be 10 minutes long ranging from scripted shows to sports and entertainment.

While there is no word about which streaming boxes Facebook’s TV content will stream, the company reportedly aims to start with Apple TV.

Currently, Facebook has no set model of video programming except for short video clips and live streams posted by its users.