With the iTunes' banner waving supremely over the digital music landscape, Google continues to build its own music service, CNET has learned.

According to multiple music industry sources, Google could launch a music service that offers song downloads and streaming music as early as this fall.

Google has already signaled that it wishes to give users of phones equipped with Google's Android operating system a better music offering. At Google's I/O conference last month, the search engine offered attendees a demonstration of a Web-based iTunes competitor. Also TechCrunch reported two weeks ago that it discovered a "Google Music" logo hosted on Google's domain.

But Google's plans go beyond Android, say music sector insiders. CNET has learned that Google first stoked excitement among executives at some of the top four major labels during the Consumer Electronics Show in January. That's where they revealed some of the features that a Google music store might include, such as tying digital downloads and streaming music to Google's search results.

Full story: c|net