Amazon is approaching US media companies to acquire rights for an online pay-TV service, reports the WSJ. The service would expand on the Web retailer’s Prime Instant Video subscription service by offering live programming.

Amazon would join Sony and Verizon, which will take its newly acquired OnCue service national,  in taking on Netflix.

“We continue to build selection for Prime Instant Video and create original shows at Amazon Studios,” said Drew Herdener, of Amazon, said. “We are not planning to license television channels or offer a pay-TV service.”

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