(CBS) - Microsoft is in talks with over a dozen content companies, as well as Comcast and Verizon, to bring an online pay television service to it's Xbox 360 video game console, according to a Bloomberg report.
Last week, the blog Digiday, citing anonymous sources, reported that Microsoft was nearing a deal with Comcast that would allow Xbox 360 owners to sign up for the cable provider's service and watch its programming from the game console.
CNET blogger Don Reisinger reported, "Microsoft unveiled its live-television service at the E3 gaming expo in June. Although the company provided few details on the service at the time, Microsoft said that it would partner with TV providers' for its offering."
The Hollywood studios have long tried to persuade Microsoft to use Xbox Live and the company's successful Xbox video game console into taking a larger role in distributing content. Xbox Live already offers movies and TV shows for rent and purchase.
Bloomberg wrote that Microsoft also expects to sign licensing deals with Time Warner's HBO cable channel, Sony Pictures' Crackle streaming service, and NBC Universal's Bravo network.
According to CNET News, Microsoft is expected to make its live-TV service available this fall.