US retail giant, Walmart is said to be planning a video streaming service move, having tapped the veteran television executive Mark Greenberg for the project.
The new service will look to challenge the dominance of Netflix and Amazon by targeting Middle American tastes in programming.
Reports suggest that the venture is in the early staged of development and is yet to be formally greenlit by Walmart. The form isn’t expected to make a decision on moving forward until late summer of early autumn.
Greenberg has held previous senior positions at the likes of Showtime and HBO.
Walmart has already dipped its toe into streaming movies through Vudu, an online film streaming service it bought in 2010. A new subscription service would be separate from that venture.
It will be Walmart’s attempt to go head to head with the likes of Hulu, AT&T, Netflix and Amazon. It is unclear as to whether the proposed Walmart channel would produce original content, license existing programming or run a combination of both.