NBC Universal in talks to buy back MSNBC.Com: Report

"NBC Universal is in serious negotiations with Microsoft to buy back MSNBC.Com," Adweek, a magazine that covers media news, including print, technology, advertising, branding and television, reported citing a source.

The MSNBC television network and the MSNBC.Com website were originally launched in 1996 as a joint venture between NBC and Microsoft.

However, in 2005, NBC Universal agreed to buy out Microsoft's stake in cable business MSNBC network while the MSNBC.Com site is still a joint venture between the two firms.

Several sources said that negotiations between the two companies have progressed to the stage where NBCU parent company Comcast was conducting its due diligence, the report said.

The companies were likely to negotiate a deal ensuring MSNBC.Com secures real estate on MSN.Com, similar to the treatment Fox Sports receives, the report said citing a source.

According to the report, officials from MSNBC.Com and NBCU declined to comment.

NBC Universal owns and operates a portfolio of news and entertainment television networks, including CNBC, NBC Sports & Olympics, NBC Sports & Olympics.