The Wall Street Journal has reported that Apple is in talks with several American programmers to offer a selection of channels on iOS devices and Apple TV.
The subscription-based service is expected to offer around 25 channels, from broadcasters including Fox, ABC and CBS.
It's believed Apple wants to offer consumers a more tailored channel offering, or an "over-the-top" service. This compares to some other services that offer a wealth of channels, most of which rarely get watched. Comcast, parent company to NBC Universal, hasn't been involved in talks due to a falling out with Apple in 2014.
Apple has recently added HBO Now to Apple TV in the US, and cut the price of its set-top box, fuelling speculation that a new box is on its way.
Unsurprisingly, none of the parties involved have commented so far. We'll be sure to update this story as and when we hear more.