Intel could officially unveil its plans to launch a new streaming TV service and set-top box at this year’s Consumer Electronic Show, according to a TechCrunch report that cites sources familiar with the chip maker’s plans.

Rumors of an Intel TV service/set-top box first surfaced back in March, a direct result of the company ceasing production of its high-powered (and expensive) chipsets for Google TV and D-link’s Boxee Box last year. Over the summer, details about the Intel TV service indicated that it could share lots of the same motion-control features found in Microsoft’s Xbox Kinect device, which is also making a play for the TV market.

TechCrunch’s source stated that Intel is dead set on jumping into the TV market, saying the company was frustrated with “everyone doing a half-assed Google TV, so it’s going to do it themselves and do it right.”

As for the service itself, Intel will apparently focus on launching the service in select areas where it won’t run into licensing complications from media companies that are hesitant to jump in on new platforms. I’m guessing this is the equivalent of a test run to show that the service is both viable and lucrative for these media companies. The Intel TV service will focus on grabbing customers who want to enhance their current cable TV subscription.

We’ve reached out to Intel for further comment, and will update this post with any new information once we hear back from them.

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