Australian media outlets are reporting Seven Media West is in early negotiations to buy MediaWorks.

Inside Film reported that an executive who regularly deals with both broadcasters said: "Negotiations started some months ago and cooled off but they are on again in earnest. The deal is not done but they are getting to the nitty-gritty.”

MediaWorks spokeswoman Rachel Lorimer has denied the company is in negotiations with Seven West Media.

cgibson@nbr.co.nz