Comcast has announced plans to separate its media and technology businesses into two distinct publicly traded companies through a tax-free spin-off of NBCUniversal and Sky.

The market reacted swiftly to the news, with Comcast shares jumping more than 10% in premarket trading.

The company previously spun off its portfolio of TV networks into Versant Media Group, which recently reported a revenue decline in its first quarter as an independent entity.

Investors appear to be rewarding the move as a clear path to unlock value in the company’s entertainment assets, which have faced headwinds in the shifting media landscape.

This development marks a significant evolution in Comcast’s corporate structure.

The company previously spun off its portfolio of TV networks into Versant Media Group, which recently reported a revenue decline in its first quarter as an independent entity.

The current plan to isolate NBCUniversal and Sky suggests a continued strategy of simplifying the business model and allowing each segment to be valued on its own merits.