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.

Zach Epstein has worked in and around ICT for more than a decade, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.