NBCUniversal may buy out its partner in MSNBC.com, with the two sides in talks about the purchase, reports Bloomberg.

NBC and Microsoft started MSNBC in 1996, creating a 24-hour news channel and a website. NBC bought the cable network in 2005, although the Internet side of the business remained as a joint venture.

If NBCUniversal buys the service from Microsoft, the broadcaster would gain more control of the website and its content, the story notes.

Microsoft declined to comment on the talks, while a spokeswoman for NBC News confirmed conversations are ongoing between the companies.