Hulu is developing an online TV service that would rival cable bundles, streaming popular broadcast and cable channels to subscribers, reported the Wall Street Journal.

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At the moment, Hulu streams original and acquired programming on its online service to more than 10 million people. This service would look more like traditional cable TV, but be available over the internet. Hulu’s owners—the Walt Disney Co., owner of the ABC broadcast network and many cable channels, and 21st Century Fox, owner of the Fox network and cable channels such as FX and FXX—are apparently the first to board. The third Hulu owner, Comcast-owned NBCUniversal, is in talks to join the effort, reports Variety.

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Hulu is targeting the first quarter of next year to launch the service, the WSJ said.

Other companies that offer similar OTT services include Dish Network’s Sling TV and Sony Playstation’s Vue, with Sling TV costing subscribers $20 per month and Vue starting at prices between $30 and $40 per month. Hulu’s planned service is expected to be priced at around $40 per month, and will include ABC, Fox, ESPN, FX, Fox News and other popular channels.

Cable companies are trying to compete with this trend by offering consumers “skinny” bundles, such as Comcast’s $15-per-month Stream.

READ MORE: The Wall Street Journal, Variety

​[Image of Hulu’s The Mindy Project courtesy of Hulu/Everett Collection via The Wall Street Journal]

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