11:20 AM -- Wal-Mart could be trying to get into the online movie rental business again.

Online video startup VUDU Inc. is rumored to be in "meaningful acquisition discussions" with the retailer, according to a report from AllThingsD.

VUDU's online video-on-demand service is being built into many new TVs, and some reports have suggested that Wal-Mart could make a play to integrate the service into every device it sells. If the retailer were to pull that off, it'd be in a good position to compete, not just with Apple's iTunes, Netflix, and Amazon, but also with the cable industry.

Wal-Mart has previously made two attempts to enter the online video arena but has backed off both times.

— Erin Barker, Digital Content Reporter, Cable Digital News