Comcast has begun to distribute its original video-on-demand programming to other cable operators, beginning with Cox Communications.

Starting this month Cox customers will be able to access free VOD programs from Comcast’s Select on Demand offering, which includes more than 100 hours of content acquired or created by Comcast.

Combining Comcast’s and Cox’s digital subscribers creates a footprint of 11.5 million customers for the advertisers that sponsor the VOD programming.

Comcast programming includes exercisetv, Dating On Demand, Guitar Lessons, Baby Boost, 4Kids TV, Digital Cookbook, Scene It? Movie Trivia, The Knot Weddings, Something Weird, H2O Hip Hop, Short Films and Vortex Kids.

Comcast is negotiating with other cable operators as well, company executives said.