In a shift that would see its familiar brand move from the inside out, Intel's reportedly in talks to create an IPTV service that could rival current subscription offerings from cable and satellite. According to the Wall Street Journal, the venture would deliver programming via household internet connections and has the personal backing of CEO Paul Otellini, signaling a consumer-facing shift for the typically behind-the-scenes company. The proposed service, which would bear the Intel brand, is still far from a concrete reality, but the chipmaker has held several talks with content companies to secure carriage deals, as well as demo its proprietary set-top box and navigation UI. So far no programmers have signed on for the "virtual cable operator," putting the outfit's tentative end-of-year 2012 date into question.

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Intel plans branded IPTV service, could launch by end of 2012