(Reuters) -Sky News-owner Comcast ( CMCSA ) is in talks to buy British broadcaster ITV's media and entertainment unit, Bloomberg News reported on Thursday, citing people with knowledge of the matter.

A person familiar with the matter told Reuters the two sides were in talks over a deal but did not provide further details.

The deal could value ITV at around $2 billion and leave the company with its studios division, Bloomberg reported.

Comcast ( CMCSA ) and ITV did not immediately respond to Reuters' requests for comment.

ITV said earlier in the day that its advertising revenue would be 9% lower in the last quarter of 2025, reflecting a pullback by advertisers after the government put Britain on notice of tax rises in the budget later this month.

Reuters reported earlier this year ITV held early-stage talks with Abu Dhabi-backed group RedBird IMI about a possible merger of their respective production businesses. French media group Banijay was also reported to have held discussions about a possible offer for ITV's studio business or a full takeover.