Intel has shifted its strategy for its planned Web-based television service and is now seeking partnerships to jumpstart the project, according to a Bloomberg report. The company may miss a stated goal of starting service by year-end, Bloomberg reported, citing a "who asked not to be named because the plans are private." Intel is looking for a partner with a base of Internet subscribers or rights to films and television shows, the person said.

Intel's TV efforts have reportedly slowed under Chief Executive Officer Brian M. Krzanich, who has emphasized getting Intel chips into mobile devices.

Intel declined to comment.

Potential partners who have had discussions include online retailer Amazon.com Inc., which runs a pay-video service, and TV set maker Samsung Electronics, the website All Things D reported, citing people familiar with Intel?s plans.

Intel has been working on a Web-based television product since at least early 2012. Erik Huggers, general manager of Intel Media, said in February that the company planned to start service this year.

The company is trying to offer pay television through Web connections. The service would give consumers access to content across TV sets, smartphones and mobile devices. Intel plans to offer both channels with live programming and a large library of video-on-demand.

The company continues to negotiate for programming and may have agreements in place within weeks, according to Bloomberg.

Sony, Google and Apple are also working on Web-based pay-TV services.