TV streaming is in the works for Xbox Live and could launch later this year, according to new reports.
According to ZDNet sources, the forthcoming service, which is codenamed Orapa, will be a combination of Xbox Live and Microsoft's Mediaroom desktop TV set-up.
Xbox Live social features, avatars, Kinect controls and as yet unannounced music services will all be incorporated.
A Winter 2011 launch is mooted, with a test preview build due to be ready this month.
This isn't the first we've heard of an Xbox 360 TV service. In November, reports claimed that Microsoft had been holding talks with various media organisations to license TV networks for a new on-console project.
Then last month US chat-show giant Conan O'Brien was reportedly also approached by Microsoft but turned down the deal because there were too many unknowns.
We've asked Microsoft for comment and will update if they choose to respond.