There are several rumors making the rounds online which indicate the fact that Microsoft might be interested in launching its own online video service, which will offer users video content and will also help promote the proprietary WMV (Windows Media Video) format. This would also imply that the company will be offering a helping hand to all of the producers of media players compatible with the Windows Media Video format, and this, according to the software giant, would help in turning people's heads away from the winning system Apple has put together with the iPod Video and the iTunes online music and video marketplace.

The service that Microsoft is apparently preparing will most likely run on a monthly fee, which will allow users unlimited access to the video store and the content they purchase would be easily copied and played on portable media players compatible with the WMV format.

This means Microsoft is trying to establish a service much like the Yahoo! Music Unlimited or Napster, the only difference being the content offered, which is video instead of audio.