Google has approached media companies about licensing their content for an Internet TV service that would stream traditional TV programming, people familiar with the matter say. If the Web giant goes ahead with the idea, it would join several other companies planning to offer such “over-the-top” services, delivering cable TV-style packages of channels over broadband connections. Chip company Intel and Sony are both working on similar offerings, while Apple has pitched various TV licensing ideas to media companies in the past couple of years. If launched, the Internet TV services could have major implications for the traditional TV ecosystem, creating new competition for pay TV operators that are already struggling to retain video subscribers. Existing online video players like Netflix, Hulu and Amazon offer on-demand TV, but the latest efforts are aimed at offering conventional channels, allowing consumers to flip through channels just as they would on cable.