(Telecompaper) Google has approached media companies about licensing their content for an online TV service that would stream traditional TV programming, people familiar with the matter told the Wall Street Journal. In at least one case, Google provided a demonstration of the product. Google held talks with media companies about a similar service two years ago, but negotiations did not get far, the paper said. Since then more players have entered the online TV market, and others such as Intel, Sony and Apple are thought to be negotiating their own live TV services. Documents seen by the WSJ indicate that Intel may call its service OnCue. The status of Sony's plans aren't clear, although one media executive said Sony could launch before Intel.