Pioneer Corp. is in talks with ad agency Dentsu Inc. to sell a majority stake in a wholly owned subsidiary that produces and markets DVDs and video content, sources said Monday.

Pioneer is considering selling more than 51 percent of its shares in Pioneer LDC Inc. for several billion yen, the sources said.

By selling the unit, Pioneer intends to concentrate on areas where it has a competitive advantage, including plasma display panel TVs and other audiovisual equipment, the sources said.

Dentsu hopes the deal will help it bolster its content business by taking advantage of a variety of movie and other entertainment content held by Pioneer LDC, they said.

Pioneer LDC was established in 1981 with 3.6 billion yen in capital. It had 160 employees as of June 2002.

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