Twitter may shell out $50 million to acquire TweetDeck, the Wall Street Journal reports.
The popular application allows users to better manage their Twitter feeds.
Holding company UberMedia reportedly was in talks to buy the start-up for $30 million in cash and stock.
UberMedia apparently was developing a Twitter alternative, something that purportedly is making the micro-blogging site eager to keep TweetDeck out of the would-be competitor's grip.