Microsoft is reportedly on the lookout for a television executive to head up the creation of original Xbox Live TV content.
According to Bloomberg sources, the platform holder has hired Tom Schneider, a partner at executive search firm Stratis, to sound out potential hires.
Two former NBC executives, Marc Graboff and Jeff Gaspin, have reportedly been approached about the role.
Back in February, Conan O'Brian executive producer Jeff Ross revealed that Microsoft was planning "mind blowing" TV content for XBL - and that it had tried to sign up the US chat show giant to help launch "an original content channel" on Xbox 360.
It looks like the plan is still go, although Bloomberg was also told that Microsoft is only interested in making a hire if it can find the right person and that it's possible the TV exec position may never be filled.
Microsoft has promised to usher in "a new era in television" with the addition of new content on Xbox 360 from almost 40 TV and entertainment suppliers.
Featuring a mixture of live and on-demand TV, movies, sports and music, fresh content from the likes of LOVEFiLM began rolling out via last week's Xbox 360 dashboard update.
4 on Demand, Demand 5 and YouTube will become available "later in December", while BBC and HBO content won't be with us until "early 2012".