Comcast Corp. (NASDAQ: CMCSA) the number-one U.S. cable operator, is in advanced discussions about licensing its "X1" video operating system to Cox Communications , the third-largest cable operator, according to people familiar with the matter. Comcast Chief Executive Brian Roberts said on January 7 that the company is looking to license its latest cloud-based technology to other cable operators. Comcast has been in talks to provide Cox with a "white label" version of the product without using Comcast's Xfinity product name, two sources said. The sources would not speak on the record because the talks were private. The X1 technology platform has a search function that combines shows and movies from live TV, library and content from digital video recorders. It also has an interface that is considered to be the most advanced in the cable industry, featuring Internet applications, viewing recommendations and voice control. The video product being licensed would use Comcast's software, but would be customized to work within Cox's cable system. Georgia -based Cox Communications is a unit of Cox Enterprises and has 4.5 million video subscribers. An agreement is not yet final so it was not clear when the two companies would have a deal in place, or how many Cox subscribers would have access to the product. Comcast shares bolted $1.01 , or 1.9%, to $53.50 , in a 52-week range of $37.81 U.S. to $54.65 U.S.
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