New York ? Four of the nation’s top cable TV providers announced a long-awaited deal to deliver their own cell phone services through Sprint Nextel Corp., creating a “quadruple play” of voice, video, Internet and wireless products for a new battle against telephone companies that are adding TV to their arsenals.

The agreement Wednesday calls for Comcast Corp.; the cable division of Time Warner Inc.; Cox Communications Inc. and Advance/Newhouse Communications Inc. to invest a combined $100 million in the new joint venture with Sprint Nextel, which will also contribute $100 million to the initiative.

The deal, rumored for nearly a year, envisions a launch of cell phones and services at an undetermined point next year. The products will be co-branded by Sprint and the cable company serving the market where the customer resides.

Prices for the cellular services will vary by market through an individual agreement between Sprint Nextel and the cable company serving that territory. Each cable company will provide customer service for cell subscribers within its territory and bundle the charges for wireless on a single bill – considered a key selling point for consumers.

The alliance also envisions an array of converged products melding phone, cable, Internet and wireless services.

Last year, Lawrence-based Sunflower Broadband became the first cable company to partner with Sprint as a reseller of Sprint service.

“We hope that this announcement will provide an opportunity for us to expand that relationship,” said Patrick Knorr, general manager of Sunflower Broadband.

Sunflower Broadband, which provides cable television, telephone and Internet services in Lawrence and much of northeast Kansas, is a division of The World Company, which also owns the Journal-World.