Comcast is in talks with General Electric to create a new venture that would combine NBC Universal and the content assets of the top US cable operator, people familiar with the negotiations said.

The potential Comcast deal emerged this week as one of several options, including an initial public offering, GE is pursuing as it waits for Vivendi, which owns 20 per cent of NBC Universal, to exercise its right to sell the stake back to GE or force a stock sale.