© Rex Features
The broadcaster wants to agree tie-ups with McPartlin and Donnelly's Gallowgate and Norton's So Television as part of investment options to generate "creative renewal" at production arm ITV Studios.
Options under consideration are thought to include buying a stake in one or both of the companies, or acquiring them outright, reports The Observer.
Speaking to the newspaper, a source familiar with the negotiations said: "They were very close to reaching a deal a while back.
"The talks have been going on for at least six months. There are talks with other companies going on but these are the main ones."
So Television, founded by Norton with producer Graham Stuart 11 years ago, produces BBC One talk programme The Graham Norton Show.
Founded in 2004, McPartlin and Donnelly's Gallowgate produces a range of hit ITV1 programmes, including Saturday Night Takeaway and Vernon Kay's quiz show Beat The Star.
Gallowgate made a loss of £358,000 in the year to March 31, 2010, according to official figures, but So Television increased its pre-tax profits by 9% to £629,000 in the year to July 31, 2010.
A partnership with Gallowgate would be viewed as more appropriate due to the connection with ITV1, but So Television's relationship with the BBC would provide ITV Studios with a potentially valuable new growth area.
A source said: "It makes perfect sense, there is kudos for effectively having BBC One shows made by ITV Studios and the BBC is rich primetime soil [for impressing buyers] when it comes to overseas sales."
ITV chief executive Adam Crozier has an estimated £1bn cash pile for investments to boost the fortunes of ITV Studios, which produces shows such as ITV's Midsomer Murders and Channel 4's Come Dine With Me.
Last week, it emerged that the broadcaster has ruled out making a long-rumoured, £700m acquisition of Shameless and Midsomer Murders producer All3Media, which has been put up for sale by its owner, private equity firm Permira.
