Google Inc. is joining several other technology companies in the race to launch an online version of pay television.

Google has recently approached media companies about licensing their content for an Internet TV service that would stream traditional TV programming, people familiar with the matter say.

If the Web giant goes ahead with the idea, it would join several other companies planning to offer services that deliver cable TV-style packages of channels over broadband connections.

Intel Corp. and Sony Corp. are both working on similar offerings, while Apple Inc. has pitched various TV licensing ideas to media companies in the past couple of years.

Google has made overtures to some programmers in recent months about the initiative, people familiar with the situation said. In at least one case, Google has provided a demonstration of the product, according to a person who saw the demonstration. Google didn't immediately have a comment.