Apple is advancing its TV strategies with features like voice-control and wireless streaming, U.S. media reported on Monday. Following up on the ambitions of its late co-founder Steve Jobs, Apple has discussed with media executives at several large companies about a future smart television set, reported the Wall Street Journal citing sources from meetings in recent weeks. Although what kind of cooperation Apple is seeking from media companies is not clear, the report detailed some features about the upcoming TV set that has been long rumored to be called iTV. In Apple\'s vision, the TV set will rely on wireless streaming to access shows, movies and other contents. It also would be able to respond to users\' voices and movements, allowing users to use their voices to search for a show or change channels. But the sources cautioned that it might take longer to develop the feature. Another function is said to be an enhanced version of AirPlay that allows users to start watching a video on TV and pick it up on other devices like smartphones. The current AirPlay feature allows users to start watching contents on mobile devices like iPhone and iPad, and continue watching on TV through streaming to the Apple TV set-top box. The report also said late Apple co-founder Steve Jobs envisioned building a TV that would be controlled by Apple\'s mobile devices in order to be easier to use and more personalized. The company is also said to be working on technologies for integrating DVR storage and iCloud, its on-line synching and storage service. The feature might allow users to watch shows they have saved or purchased on multiple devices without having to buy or record the contents twice. Apple has declined to comment on the report. Tech giants have been rushing to redesign the traditional TV experiences. Besides Apple, Google has also introduced its TV set- top box and is reported to work with LG Electronics and Samsung to develop TV sets using the search giant\'s software. Earlier this month, Microsoft released an update to its Xbox 360 system to allow owners to watch live and on-demand TV shows, movies and other contents through the game console with voice control integrated with search functions, saying that \"the future of TV begins.\" But the emerging trend in the tech industry has put TV service providers in a dilemma as the new service could bring them more profits but might also undermine the current TV business in advertising and subscription.