Microsoft is planning "mind blowing" TV content for Xbox Live - and it's even tried to sign up US chat giant Conan O'Brian.
That's according to O'Brian's executive producer Jeff Ross, who revealed his discussions with Microsoft at CES in Las Vegas last month.
According to the producer, Microsoft did its best to entice O'Brian to bring his show to Xbox Live to help launch "an original content channel" on Xbox 360.
"It was interesting to sit and look at it and say, 'it would be great to be involved in this,' but at the end of the day, we had some eventual television offers and we basically shied away from the other," Ross explained to Gamasutra.
However, it's claimed that Microsoft is still looking to sign up partners for its Xbox Live TV plans, and the service could launch in the US as soon as the end of the year.
"You meet with these guys and they show you all this stuff that they're developing and it's mind blowing," said Ross. "I think it's coming and it's big. It's just that we weren't in a position at that point to figure out what it was."
Sky Player launched on Xbox Live in the UK back in 2009.