English football club Aston Villa is in talks about a link-up with cable television company NTL.

The Premiership club said they were talking to NTL's subsidiary Premium TV about a deal which could see Premium taking a stake in Villa and getting certain media rights.

A deal between NTL and Villa would be the cable company's second venture into football.

Last year it struck a deal with Newcastle United to provide the club with a £25m interest-free loan.

In return NTL gained exclusive rights to run any TV channel or website set up by Newcastle and to see its logo on the team shirts in the 2000-2001 season.

Minority stake a growing trend

NTL had originally considered a full takeover of Newcastle, but backed out after satellite rival BSkyB's similar plan to buy Manchester United was blocked by competition authorities.

The rules set by the English football authorities say that no-one can own more than one club, but can own up to 10% stakes in as many clubs as it wants.

With the launch of digital television and the prospect of a fresh bidding round for the rights to show top flight football in the UK, various media groups are seeking to get a stake in clubs to ensure their voice is heard at the negotiations.

The first media group to strike such a deal was Granada, which last summer bought a stake in Liverpool football club and took over its marketing and merchandising operations.

Since then BSkyB has bought minority stakes in Manchester United, Sunderland, Manchester City and Leeds United.