White House win or lose, Trump TV might be here to stay.

Donald Trump his hedging his bets against a potential election disappointment by arranging a media-centered future for himself; The Financial Times reported Monday that Trump is in talks to start his own cable TV network.

In September, Trump had denied that he was looking into starting the network, telling The Washington Post “I want to win the presidency … I have no interest in a media company. False rumor.” 

The reporting as of October, following several weeks of developments that threaten to compromise his presidential chances, indicates that the cable network idea is indeed on the table.

The Republican presidential nominee has given his son-in-law Jared Kushner, who owns New York Observer, the duty of working out a deal with Aryeh Bourkoff, founder of the investment bank LionTree, in regards to financing a TV network.

In June, Vanity Fair had reported that Trump was eyeing ways to expand his current media ventures beyond his TV production company Trump Productions, to launch a “mini-media conglomerate.”

It’s reported that Kushner had a “brief” conversation with Bourkoff “in the past couple of months” but that it “has not progressed since,” unnamed sources said.