In an announcement which marks chip giant Intel's potential foray in the Internet TV arena, Erik Huggers - chief of the chip-maker's new `Intel Media' division - recently revealed that Intel is developing an Internet TV set-top box which it intends selling directly to consumers.

Addressing the AllThingsD conference in Dana Point (Orange County), Huggers said that Intel's Internet TV set-top box will deliver services like live TV and on-demand programming; thereby hinting that the device will take on traditional cable and satellite TV firms, as well as viewing devices from companies like Roku and Apple.

Intel's Internet TV set-top box and related services will, according to the details shared by Huggers, be launched later this year.

The set-top box from Intel will essentially give users the ability to bring TV shows, on-demand content and other services from the Web and into their TVs. With the device, Intel will apparently look to create a new market for its processors.

With the implied move into media business underscoring Intel's strategic attempts to decrease its dependence on the personal-computer (PC) market, it is noteworthy that the announcement of the set-top box has come at a time when it is being forecast that the PC market will probably witness a decline for the second consecutive year in 2013.

Meanwhile, noting that, with the Internet TV set-top box, Intel's key objective is to give users a better viewing experience than what is presently available, Huggers said: "I think we can bring an incredible experience."