Comcast Corp. is in talks to purchase NBC Universal, the Los Angeles Times reported on its Web site on Wednesday.

Citing unidentified people familiar with the situation, the nation's largest cable company and NBC Universal, which includes a broadcast network, movie studio, and cable channels like CNBC, MSNBC, Bravo and USA, have been in talks for some time, according to the Times.

General Electric, the parent company of NBC, has in the past denied reports they want to sell their entertainment holdings, but the Times reported that Comcast is known for making unwanted offers.

Comcast has been looking to increase its content holdings for several years, the Times reported.

In a statement, Comcast denied the report, but declined to elaborate on any other talks it may be having with NBC Universal.

NBC declined to comment to the Times.

According to the newspaper, Comcast made an unsuccessful bid to purchase the Walt Disney Co. for $54 billion five years ago.

Click to read more on this story from the Los Angeles Times.