Dish is trying to win over people who are tired of traditional pay-TV and may have cut the cord or never even bought pay-TV service, reports Gigaom.

The company will target this group with its new Internet-based TV service, said Adam Lowy, general manager of interactive and advanced TV, speaking at the TV of Tomorrow Show in San Francisco.

In March, Dish announced an agreement with Disney to bring live TV through a new service, the piece notes.

“Lowy said Wednesday that his company is talking to all the networks that it also carries over its traditional satellite service about licensing their content for the new venture,” the article notes.

The report adds: “Dish is currently working on setting up technical infrastructure to launch the service, which will initially be based on Dish’s existing infrastructure, but eventually be moved over to an all-IP infrastructure, Lowy said.”