Get ready for another streaming service. A firm named Ellation, partially owned by AT&T through Otter Media, is reportedly gearing up to launch an on-demand video streaming service, according to Variety, which suggests the project is focused on chasing Amazon’s “subscription efforts.”

Variety said the the service has been called “Project X” internally but that it will likely launch under the “Vrv” moniker later this year after an announcement that may happen as soon as later this month. An early announcement could give Ellation and its partners time to build up content for Vrv. Crunchyroll, a property already owned by Ellation that offers access to anime movies and TV shows, was named as a single source of video right now, so it would need to add more content to make it a compelling package for potential customers.

Amazon’s subscription plans, not unlike SlingTV, allow users to “add-on” access to content from premium entertainment outlets such as SHOWTIME and Starz. Ellation and its partners could potentially launch Vrv and then charge customers for access to additional content, just like those competing services. While AT&T is related to Ellation through Otter Media, word on the street is this isn’t a direct AT&T product — contrary to the Variety report.