The project is in bad shape. They need help with distribution and they need money. To keep their Web TV project alive, Intel goes to the top to the companies that are big enough to help but that aren’t already playing in the arena – Samsung and Amazon.

Intel executives, who have promised to launch a Web-based pay TV service by the end of 2013, are now looking for a strategic backer to help them fund and distribute the service. If they don’t find one soon, it’s possible the project will be scrapped.

People familiar with Intel’s plans said the company has been talking to both Amazon and Samsung in the hope of keeping the service afloat.