Apple is in talks aimed at getting hold of content for a pay-television service, technology news website Re/code reports.

The California-based maker of iPhones, iPads, iPods, Macintosh computers and Apple TV boxes is exploring the potential for deals that would let it sell bundles of programming directly to viewers.

• Pirates still a threat: Netflix
• Binge watching TV makes you lonely and depressed
• Netflix, Presto rival ‘Stan’ launches 

Apple could model a service after recent moves by Dish and Sony to work with programmers to deliver live TV shows along with the kind of on-demand video just cable companies sell.

Apple has made several attempts at finding a key to the television market, including marketing an Apple TV box for routing content from the internet to home screens.

Apple would not comment for this report.

– with AAP