Warner Bros Discovery’s board rejected a nearly $60 billion offer from Paramount Skydance on Tuesday (oct. 21), a source said, and the company announced it would explore its options for the sale of the firm, according to a Reuters report.

Reuters exclusively reported that the company’s board rejected a mostly cash offer of nearly $24 a share for the company, whose assets include the Warner Bros film and television studios, its CNN and other cable television networks and HBO Max streaming service, according to a source familiar with the matter. Warner Bros and Paramount declined to comment.

Comcast is likely to examine the media firm’s assets, another source told Reuters on Tuesday. Netflix is also among the interested parties, CNBC reported, following earlier reports that Paramount Skydance CEO David Ellison was also in talks to acquire the whole company.

Warner Bros — the studio behind the ‘Harry Potter’ and DC Comics film franchises — announced plans in June to split into studio-centric and cable-focused units by next year to separate its growing streaming business from its lagging cable network unit.

The board will consider a range of options including its planned separation, a deal for the entire company, or separate transactions for its Warner Bros or Discovery Global businesses, the company said on Tuesday.

It is also considering an alternative separation structure that would enable a merger of Warner Bros and a spinoff of Discovery Global. A sale or a split would be one of the most consequential moments reshaping the media industry. Streaming has fundamentally transformed the industry, stealing the audiences for traditional television broadcasts, and sapping advertising revenue.

Any deal for Warner Bros Discovery would give the buyer control of a major studio and a leading streaming service, but also saddle it with the company’s roughly $35 billion debt.

“Potential WBD suitors, including Paramount, Comcast, Netflix, Amazon and Apple, could see value in moving sooner rather than later to acquire the entirety of WBD versus waiting to purchase just the streaming and studios assets,” said Seth Shafer, principal analyst at S&P Global Market Intelligence Kagan.