Shares in TiVo, the digital video recorder pioneer, have risen sharply on speculation that it could be bought by Apple Computer.
TiVo shares shot up 17% on Wednesday after financial analysts said the US firm could be a takeover target.
Apple, Time Warner, Comcast, Sony and Liberty Media have all been suggested as potential buyers.
TiVo has become a household name in the digital video market but is facing competition from cheaper rivals.
Analysts said TiVo’s relatively small stock market capitalisation - its shares are valued at $300m (£157m; 226m euros) - meant it was an attractive target for larger media and technology firms.
“What we hear on the street is that Apple is interested in their business and that they are a takeout target,” Steven Kroll, from Monness, Crespi and Hardt, told Reuters.
Neither TiVo nor Apple were prepared to comment on the speculation.
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