Comcast Corp, the No. 1 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.