Comcast Corp. is working with investment bank Morgan Stanley to evaluate options for its cable networks, according to people familiar with the matter, after announcing this week it’s considering divesting the business.

Comcast said it was considering spinning off its cable networks that include CNBC and MSNBC into a separate company, as the media industry grapples with a decline in traditional TV viewership due to cord-cutting by consumers shifting to streaming.

The cable and entertainment company posted a jump in quarterly revenue, boosted by its media businesses.

Comcast, one of the nation’s biggest television companies, said on Thursday that it was weighing whether to cleave its cable networks from the rest of the company, a move that could put it in position to shake up the struggling cable industry.

Comcast on Thursday said in its third-quarter earnings call that it is considering spinning off its cable network portfolio into a separate company.

Comcast will explore spinning off its cable networks. It’s the opening step in restructuring of one of the world’s largest media companies.

Comcast is contemplating the prospect of spinning off its cable networks into its own, standalone company, writes Ryan Mulligan for the Philadelphia Business Journal. The Philadelphia media and technology conglomerate is also open to partnerships with its streaming platform,