In an effort to woo younger consumers, NBCUniversal has been talking with a number of online publishers about partnering up. The Wall Street Journal reports that the Comcast-owned company has already held preliminary discussions with Vice Media, BuzzFeed and Business Insider, among others.
Citing sources who are familiar with the situation, WSJ reports that Comcast may also increase its investment in Vox Media, where it alreay holds about a 14% stake.
The companies each generate significant online traffic through publishing about news, culture and business.
“The talks are all at an early stage and it isn’t clear which, if any, of the deals might come to fruition,” WSJ notes. “Many of the new-media companies are having discussions with a range of potential strategic investors and are as interested in entering the television world as traditional media companies are in reaching their younger audiences.”
Other traditional media firms including Walt Disney Co. and 21st Century Fox have also been seeking digital media partners, the report notes.