Will Nintendo try to turn its Wii console into a platform for delivering movies and other content to consumers? The company is experimenting with it.

The company has created a service in Japan that lets consumers get TV listings via the Wii, Reggie Fils-Aime, president of Nintendo of America, said at the Dow Jones Consumer Technology Innovations Conference taking place here this week.

Nintendo went forward with the project because a TV Guide Network-like service similar to what Nintendo is offering didn"t exist. (TV in Japan is notoriously weird: in the past, PCs and TVs had to be fitted with an array of tuners to get all channels).

There are no plans to bring something like this to the United States at the moment, he said, but Nintendo is always looking around. "There are other channel opportunities," he said. "They may look like games. They may not look like games."