DirecTV execs say online video is one of the “growth areas” it will be focusing on in the next few years as it attempts to attract younger potential customers who aren’t paying for cable service. It wants to target niche audiences in particular and is considering offering tailored programming to those viewers. Children and Latinos are the two major audiences the company is eyeing. The satellite TV firm said home security and new advertising products are also on the front burner.

According to The Wall Street Journal, DirecTV Chief Executive Mike White said the company’s goal isn’t to compete with Netflix or replicate pay TV bundles of channels online, but to “develop ‘a niche’ online video service with programming that appeals to specific groups of customers.”

“DirecTV executives talked about these plans at an investor meeting this week, and promised to follow up with more concrete information within the next 12 months,” according to GigaOM. “But even without many details, the strategy is interesting: Intel and others have in the past tried to launch full-blown Internet TV services, offering cord cutters access to live streams of their favorite networks over the Internet.”

DirecTV executives say there are hurdles to the company offering its own online video service. Namely, the cost of broadband services and the likelihood that “most broadband providers would start charging based on usage,” says WSJ.

“Licensing online rights to programming is a major issue,” White told WSJ, but added “we are already well down that path.” According to the article, White said DirecTV would reveal more about its online video plans within the next year.