Versant, parent of MS NOW and CNBC, is in early talks to acquire Vox Media’s podcast division, which produces approximately 40 podcasts, according to sources. The deal, still in preliminary stages, would mark a strategic pivot for Versant as it seeks to reduce reliance on declining cable revenue. Competitors are also vying for Vox’s podcast assets, while other parts of Vox Media, including The Verge and New York magazine, remain under consideration for separate deals.

This move aligns with Versant CEO Mark Lazarus’s goal to shift one-third of the company’s revenue away from pay-TV within three to five years, with a long-term target of 50%.