Comcast Corp. is reportedly in advanced talks about licensing its X1 video operating system to Cox Communications. Earlier this month, Comcast announced that the company is looking to license its latest cloud-based technology to other cable operators.

The X1 platform has an advanced search function that combines shows and movies from live TV, on-demand library and from digital video recorders. If the licensing deal goes through, Cox will not only be able to use the X1 software, but be able to completely customize it to work within the Cox cable system.