American football's NFL is generating "intense interest" in its Thursday Night Football package of rights to start next season, according to the Hollywood Reporter magazine.
The CBS network has shown Thursday Night Football over the 2014-15 and 2015-16 seasons under two consecutive one-year deals. However, the NFL is expected to award the rights for a multi-year period from the 2016-17 campaign, possibly through to the 2021-22 season.
The rights could be worth up to $600m (€563m) per year, the magazine said.
CBS is keen to retain the rights while rival networks Fox and NBC and media company Turner are also interested in the package, the report added.
Talks over the next cycle of rights are set to begin in January.
CBS paid $275m for eight Thursday night games in the 2014-15 campaign and then $300m for the same package in the current season.