LOS ANGELES — Amazon.com is talking with major media companies about offering unlimited views of older TV shows and movies online, as it struggles to stay relevant to consumers flocking to Apple's iTunes a la carte store and Netflix's all-you-can-eat subscription plan.

Amazon has approached several companies, including Viacom, Time Warner, and Sony, three people familiar with the matter said Tuesday. They requested anonymity because the talks are ongoing.

The talks are at an early stage and focus on offering TV shows and movies that have already been available on home video, according to one person.

Amazon intends to link the service to its Amazon Prime membership, a $79 per year plan that gives customers discounted shipping costs. But some media companies are averse to having their offerings potentially perceived as freebies, another person said.

A spokesman for Amazon, which is based in Seattle, said the company would not speculate on future business deals.

News of the talks emerged in The Wall Street Journal, a day before Apple is expected to announce a new TV offering and a revamped iTunes. An Apple spokesman also declined to comment.

Apple also has been talking with several media companies and is nearing a deal to offer recently aired TV shows from The Walt Disney's ABC and News Corp.'s Fox for 99 cents. The shows could be downloaded but would expire 48 hours after purchase. They are intended for fans who want to catch up on shows even on airplanes or other places without wireless Internet service. Apple also expected to cut the price of its Apple TV device.