A latest report suggests that Apple Inc. is currently in talks with TV programmers to enter into deals that would enable the Cupertino tech giant to offer television shows via an "over-the-top" pay-TV service, something similar to Sony's PlayStation Vue and Dish Sling TV.

According to Latin Post, Apple currently offers various programming bundles, not an entire TV lineup like pay-TV service providers, and directly sells them to the consumers through the Internet. Since Apple will not reinvent the way television works, the Cupertino-based company is likely to offer its own version that will come complete with an entirely different interface and user experience.

Re/code reports that Apple has already shown demonstrations of its proposed service to programmers. However, as the talks are in their initial stages, the company has yet to figure out the details such as timing and pricing. On the other hand, some TV programmers have claimed that they are yet to talk to Apple on this issue.

However, this is not the first time that Apple is trying to enter the TV entertainment business. Way back in 2009, the company proposed a $30-a-month subscription which failed to work out. Speculations regarding an Apple pay-TV service existed in various media outlets much before the company developed the iPad. Some time before, rumors claimed that Apple is likely to collaborate with Time Warner Cable on a TV-streaming box. However, this also did not materialize.

As the cable companies have not shown much interest in its project, Apple eventually decided to try and enter the TV business through deals with the television content owners.

The situation has, however, changed a lot and now there is enough reason to believe the Apple TV rumors because these days media companies are allowing viewers to watch live streams of their programming online. During the last six months, CBS, HBO and Nickelodeon have all announced that they plan streaming networks, over and above their traditional cable bundles. Since Sony and Dish have also found means to offer TV shows over the Web, it is expected that Apple will also follow in their footsteps.