Comcast Corp. and General Electric Co. agreed to value GE's NBC Universal at about $30 billion as they discuss creating a joint venture to own the entertainment division, Bloomberg News reported today, citing three people familiar with the matter.

Comcast Corp. and General Electric Co. agreed to value GE's NBC Universal at about $30 billion as they discuss creating a joint venture to own the entertainment division, Bloomberg News reported today, citing three people familiar with the matter.