Details are surfacing about Sony’s upcoming streaming TV service, and one detail in particular is getting a lot of attention: the price.

The New York Post reports that the service “will carry 100 channels and a surprisingly high price tag of as much as $80 a month.”

The company is expected to launch the new service by the end of the year, timing the release to help pump up holiday sales of Web-connected television sets, the report notes.

“But the price is on par with that of a traditional cable and satellite programming package and is on the high side for a so-called over the top service,” the story reports. “One source told The Post that the price would be around the $80 mark, while a second person said, ‘We hear it’s going to be competitive with a traditional basic cable package at between $60 to $65.’”

Earlier forecasts place the price closer to $30 a month, the piece notes. Sony recently entered into an agreement with Viacom to carry 22 of its channels, which include MTV, Comedy Central and Nickelodeon. The company has also been talking with Fox and Disney, the report notes.

The piece quotes one source saying: “They had huge ambitions of breaking up the bundle and being the champion of the consumer, but they’ve had no success in doing that and they’re licking their wounds. They got creamed in negotiations.”