According to a report first published by the Wall Street Journal (WSJ), online retailer Amazon.com intends starting a Netflix-like online video subscription service – a move for which Amazon has supposedly approached media companies like Time Warner, CBS, Viacom, and probably even NBC Universal.

Going by the WSJ report, citing unnamed sources ‘in the know’ of the proceedings, the Web TV service that the Seattle-based online retailer plans to offer will give users an unlimited access to older films and TV shows, which will be sold for a monthly subscription.

Furthermore, the content deals by Amazon will probably be on the lines of the Netflix deals that include a payment to the media companies for rights to stream TV shows and films over the Web.

However, the sources also revealed that since the talks between Amazon and the media companies are currently only at an early stage, it is not sure whether Amazon’s proposal will be accepted by the media companies.

Nonetheless, the proposal clearly highlights Amazon CEO Jeff Bezos’ endeavors to broaden the digital entertainment services of the online retailer; thereby combating rivals like Netflix, Hulu and Apple, which deals out music, TV and films via its iTunes online bazaar.

At present, Amazon sells film and TV show downloads, and also rents movies, through its website on a number of devices including those from Roku, TiVo and Sony.