Walmart Inc. has hired television executive Mark Greenberg to work on a project that will offer video streaming on subscription, The Wall Street Journal reported July 28, citing "people familiar with the plans."

The report said the company has yet to work out the details of the plan and will arrive at a decision on whether or not to pursue it "by late summer or early fall." The streaming service would target consumers who live outside of cities and would include a lower-priced monthly subscription than those offered by Netflix Inc. and Amazon.com Inc. The direct-to-consumer streaming service would be separate from Vudu, a video-on-demand service it bought in 2010.

Greenberg, who earlier worked as CEO at pay-television channel Epix, has been advising Walmart for several months, according to the report.