Virgin Media is reportedly close to selling its portfolio of TV channels to rival broadband provider Sky.
According to the Guardian, both parties are close to agreeing a deal worth up to £160 million for the range of content broadcast through Virgin Media's TV deals, including Living and Bravo.
While reports on the agreement have only just emerged, it is believed that it could be concluded within the next seven days.
Talking to the newspaper, a source claiming to be close to the deal said: "We are absolutely steaming ahead, and it should be done, if not by the end of this week, then next week."
Details about the proposed deal have come after Sky confirmed it is interested in getting involved in Google's new broadband TV platform.
The company's Director of On-demand Griff Parry told TechRadar.com that it may considering launching its online broadcast system Sky Player on the service.