Golf Channel is getting a new home.

Comcast announced Wednesday that it is creating a new publicly traded company comprising a portfolio of NBCUniversal cable networks, which include USA Network, CNBC, MSNBC, E!, SYFY and the Golf Channel. Several other digital platforms—which includes the tee-time aggregation site, GolfNow—will also be lumped into the venture.

The news isn’t a total surprise, as Comcast leadership had signaled to investors this was a potential move, although industry leaders remained surprised that the move came to fruition so quickly.

Although still profitable, cable networks have seen a sharp financial decline since the advent of streaming services like Netflix. According to the Wall Street Journal (which first broke the story), breaking off the cable channels into their own organization allows for future growth of the NBCUniversal brand.

The new company will be led by current NBCUniversal chairman Mark Lazarus, who previously served as president of Turner Entertainment Group. It is expected to launch within the next year.

What this means for Golf Channel’s immediate outlook is unclear. Golf Channel and NBC (which is not moving to the new company) have PGA and LPGA media rights until 2030. The networks also have U.S. rights to the R&A’s Open Championship until 2039. In 2020, NBC also acquired the U.S. Open and other USGA championship rights from FOX that run until 2026.

However, Golf Channel has undergone serious cuts on production over the past several years. Additionally, the PGA Tour—which just opened its studio department this past season—has taken control of some of the broadcast for tour events. Under the newly-created for-profit PGA Tour Enterprises, the tour and its private-equity partners, the Strategic Sports Group, are looking to gather other golf-related properties. The tour purchasing Golf Channel has long been discussed, and this move will likely reopen those rumors. Two industry sources tell Golf Digest another media conglomerate could attempt to partner with or purchase the Golf Channel brand.

In 2020, Golf Channel moved from its Orlando, Florida headquarters to Stamford, Connecticut, sharing space with other NBC Sports properties. It will be marking its 30th anniversary next year.

Golf Channel and Comcast spokespersons did not return requests seeking comment.

Main image: Ben Jared