According to a report in The Sunday Times, ITV companies Carlton and Granada have mooted an agreement under which ITV and BSkyB would co-operate on the rollout of digital televison services, rather than continue their costly rivalry.
One suggestion is that BSkyB could take a stake in ITV Digital, however, this could run into problems with UK competition authorities.
It is not known what response has been made by executives of BSkyB, which dominates the market with five million subscribers compared to ITV Digital's one million plus.
ITV chiefs also want help from the Government and the BBC to help promote the take-up of digital television. It was suggested earlier this year that the BBC could be a potential investor in ITV Digital.
The service has lost more than £400m since it was first launched as ONdigital and was rebranded as ITV Digital earlier this year.
BSkyB and ITV have been in dispute for three years over what ITV channels Sky will run on its service.
According to a ITV sources quoted by the paper, "Our relationship with Sky has been wholly antagonistic, but we all know the industrial logic of co-operation is compelling."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .