If at first you don’t succeed… buy, buy again. According to a report from Bloomberg on Monday afternoon, AT&T is in advanced talks to acquire pay TV giant DirecTV. Multiple unnamed sources tell the news organization that the deal could cost AT&T about $100 per share, or a total of roughly $50 billion.

“Under the plan being discussed, DirecTV management will continue to run the company as a unit of AT&T and DirecTV Chief Executive Officer Mike White plans to retire after 2015, said the people, asking not to be named because the information is private,” Bloomberg’s Alex Sherman and Jeffrey McCracken reported.

As noted in an earlier report on the possible deal, a successful acquisition would make AT&T the top pay TV provider in the United States with nearly 26 million subscribers.