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(USA Today) -- Netflix is targeting a new outlet for sharing its streaming media service: cable boxes.

According to Monday'sWall Street Journal, the company is exploring deals with Comcast and Suddenlink Communications to launch a Netflix app for set-top boxes.

Citing "people familiar with the matter," the report says a potential stumbling block is Netflix wanting to include special technology that improves how video is streamed.

If the deal gets done, it would be Netflix's first with a cable operator in the U.S. The service is already available through web-connected television sets, media players including Roku and Apple TV as well as video game consoles such as the Xbox 360, PlayStation 3 and Nintendo Wii U.

The company has recently branched out into the content realm, producing its own original programming, including House of Cards and Orange is the New Black.