Amazon is working on its own daily sports studio shows in a bid to challenge some of the biggest names in sports media, according to a New York Post report Thursday (Dec. 9).

The retail giant is in “the beginning stages” of creating their own studio-based shows, the report says, with a goal of having a full daily lineup of sports programming, similar to those on ESPN, Fox Sports, NFL Network and other around-the-clock networks.

Amazon is talking to production company Embassy Row about the venture, the Post report says, a sign the station will steer clear of debate-centered shows for more informational fare, since Embassy Row specializes in “frivolity” rather than “fiery” content.

Related: Verizon and the NFL Renew Tech Pact With 5G Stadiums and Enhanced Mobile Viewing

In September, Verizon and the NFL renewed their 10-year technology alliance with 5G connectivity in 25 stadiums this season.

In 2017, the NFL and Verizon teamed on enhanced mobile streaming of NFL games, then moved on to 5G Ultra Wideband Service in 13 NFL stadiums in 2019. Verizon invested more than $80 million in permanent 5G deployments in Raymond James Stadium, site of Super Bowl LV last season ahead of the Big Game, won by the hometown Buccaneers.

Also read: Closes $700M Deal for Naming Rights to Staples Center in LA

Meanwhile, last month, closed a $700 million deal with the AEG-owned Staples Center in Los Angeles for 20-year naming rights scheduled to begin on Christmas Day when the 20,000-seat venue hosts the Los Angeles Lakers-Brooklyn Nets NBA game, the day’s marquee matchup.

The soon-to-be-renamed venue is home to the NBA’s Los Angeles Lakers and LA Clippers, the NHL’s LA Kings and the WNBA’s Los Angeles Sparks. The naming rights agreement also makes an official cryptocurrency platform partner of the Los Angeles Lakers and the LA Kings.