Intel has been reportedly trying to convice content makers to support a cable TV service, which will include set-boxes powered by the company's chips along with facial-recognition technology that will help deliver targetted ads.

Reuters today reported that Intel's facial recognition technology built into its service receivers could distinguish who is watching, potentially allowing Intel to target advertising - a key parameter in convincing content providers to agree on such a plan without sacrificing large amounts of money, compared to the profits they already have from their cable and satellite partners.

The set-top box pitched by Intel doesn't identify specific people, but it could provide general data about viewers' gender or whether they're adults or children to help target advertising, Reuters added citing to "sources."

Intel plans include the creation of a better set-top box and over-the-top subscription service, offering something different that the curently available subscription TV models.

In order to secure content deals, the company has also reportedly assembled a team of television industry veterans well-schooled in negotiating distribution deals. However, Intel's jump into the internet TV service market may still hard for Intel.

Microsoft in January also postponed plans for its own online TV subscription service after deciding that licensing costs were too high.

Intel has not commented on the report.