Intel is getting into the media market with the launch of an online television service this year, which will stream live TV as well as provide content on demand.

Erik Huggers, vice president and general manager of Intel Media, told the AllThingsDigital "Dive into Media" conference on Tuesday that the company is working on a web-connected set-top box and has hired people from Apple, Google and Netflix to work on the product. The company is is currently negotiating deals with content providers.

"We have been working for around a year now to setup Intel Media - it's a new division that includes a lot of people from outside of the company. We've hired people from Apple, Netflix, Google, BBC, etc. We're aiming to develop an internet television platform. My opinion is that not many of those rivals have cracked it - have truly delivered," Huggers said.

"For the first time, we'll deliver a few things to consumers. We'll deliver a new consumer electronics product under a new brand. It's associated with Intel, but you'll have to wait to hear what exactly that is. It'll be an Intel-powered device with beautiful industrial design. Where it really gets interesting is here - we're working with the entire industry. It's an over-the-top service, delivering network channels, pay-TV channels, catch-up television, on-demand, and a host of applications," Intel's executive added.

Not much information about the set-top box was revealed, rather that it will have a camera, which will be used to identify, which family member is watching and offer him or her personalized recommendations, Huggers said.

Commenting on the price of the new device, he said Intel's goal is to provide quality rather than undercutting cable pricing.

The video service would also be available on non-TV devices such as the iPad, Huggers added.