The owners of the streaming site Hulu have called off negotiations with Time Warner Cable in which the cable operator was attempting to acquire a 25% stake in the streaming service, reports Reuters.

The talks ended after the two sides failed to agree on a price. While negotiations may start up again at some point, no further talks are currently planned, the article notes.

Hulu’s owners — 21st Century Fox, Comcast and Walt Disney — started negotiating with Time Warner Cable after calling off a sale in early July.

Reuters notes: "The reported end of the latest round of discussions marks another blow for Hulu and its media conglomerate owners, which last shopped the five-year-old video service unsuccessfully in 2011."