Amazon is reportedly considering launching its own online pay-TV service, which would carry live streams of broadcasts and expand the online retail giant’s online video venture. However, Amazon has since denied the report that the company has already begun talks with networks.

The Wall Street Journal reported the expanded Amazin Prime Instant Video would include live shows, just like regualr cable and satellitte. Sources for the publication said that the idea is in the very early stages and did not say which media companies Amazon approached about licensing content. Seperately, there have been reports that Amazon is developing its own streaming device like Roku.

In a statement to Entertainment Weekly and the Wall Street Journal, Amazon denied that it is currently planning on a pay-TV service. “We continue to build selection for Prime Instant Video and create original shows at Amazon Studios, but we are not planning to license television channels or offer a pay-TV service,” the company said.

Amazon would likely want to break into the live streaming TV business anyway, as companies like Sony, Google and Verizon are working on similar technology. Intel recently sold Verizon its Internet TV technology.

Amazon has been in the news recently for other ambitious ideas, like shipping items before they’re ordered and a drone delivery system.

image: Amazon.com