US household goods giant Procter & Gamble is discussing a possible $300m (£209.5m) cross-media sales deal with media behemoth Viacom, under which P&G could buy advertising across all Viacom's media properties.
It is believed it could be the world's biggest cross-divisional deal to date and includes Viacom companies such as broadcast television network CBS, and the MTV and TNN cable channels.
This is the first of what many expect to be a surge of media deals in the near future due to mega-mergers of media companies such as AOL Time Warner, a deal which created the world's largest internet and media network earlier in the year.
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