Intel are about to throw their hat into the TV ring, says reports.

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The chip maker is currently making its own set-top box and envisions itself as a “virtual cable operator” providing Internet Protocol TV (IPTV) in a bundle similar to cable TV, reports Wall Street Journal.

It has already developed a user interface for users to browse programs and is pitching media operators it seeks to gain a platform to launch its Internet based Pay TV service, which it hopes to do later this year.

The web ready Intel box would be capable of streaming and providing on-demand content.

However, the service is said to be confined to the US.

And its not just TV business Intel is looking to get a grip of – it is also joining the mobile revolution and announced Motorola,
Lenovo and ZTE would use its Atom Z2460 (known as ‘Medfield’ chip) in its smartphones at the recent World Mobile Congress in Barcelona, as it plays catch up with rival ARM.

Read: Intels New Entry Level Smartphone Looks Like An iPhone

This comes as both Google and Apple are said to be making a dash towards consumer living rooms, and although Apple failed to deliver the holy grail IPTV device everyone was hoping for last week, is said to have more to come up its sleeve.
Google TV is not said to launch in Australia this year although this may change.

Intel already supply chips for set-top boxes sold by US firm Comcast, which sells Internet, TV and phone services.