Nov 20 (Reuters) - Warner Bros Discovery ( WBD ) has

received preliminary buyout bids from rivals Paramount Skydance ( PSKY )

, Comcast ( CMCSA ) and Netflix ( NFLX ), a source

familiar with the matter said on Thursday, kicking off a

potential sale of the century-old Hollywood studio.

The bids set the stage for a significant consolidation in the

media industry and will determine the future of prized assets

like HBO, the Warner Bros film library and the DC Comics

universe.

Paramount is expected to bid for all of Warner Bros Discovery ( WBD ),

including its cable television networks. Paramount's bid is

backed by the studio's controlling shareholder, billionaire

Oracle co-founder Larry Ellison, who is among the world's

richest men.

The potential combination would enhance Paramount's presence in

movie theaters, and strengthen its streaming service by

combining HBO Max with Paramount+.

Reuters exclusively reported that Warner Bros Discovery's ( WBD )

board rejected a mostly cash offer of nearly $24 a share for the

company, valuing it at $60 billion, and publicly announced it

would evaluate strategic options for the studio.

NBCUniversal's corporate parent, Comcast ( CMCSA ), is interested in

Warner Bros' film and television studios and HBO, whose

characters, including Superman and Batman, would strengthen its

theatrical and streaming business and its theme parks.

Netflix ( NFLX ) is also courting Warner Bros' studio and streaming

businesses, aiming to gain access to Warner Bros' extensive film

library and established entertainment franchises, such as "Harry

Potter" and "Lord of the Rings".

Warner Bros Discovery ( WBD ) previously announced plans to split into

two publicly traded companies, separating its studios and

streaming business from its fading cable networks.

Warner Bros Discovery ( WBD ) did not immediately respond to

Reuters' request for comment. Comcast ( CMCSA ) and Paramount Skydance ( PSKY )

declined to comment. Netflix ( NFLX ) could not be reached for comment.

The New York Times first reported the development.