Top executives close to Charter Communications Inc. have begun reaching out to Time Warner Cable Inc.'s management to discuss a possible merger of the cable operators. And they have a clear message: this time, we want to play nice.

Cable pioneer John Malone, the chairman of Charter's largest shareholder Liberty Broadband Corp., called Time Warner Cable Chief Executive Rob Marcus in recent days to express Charter's interest in pursuing friendly deal talks, people familiar with the approach said. That is in contrast to the unsuccessful hostile takeover Charter pursued last year.

The call from Mr. Malone came after Comcast Corp. recently walked away from a planned merger with TWC in the face of stiff regulatory resistance. Charter had actually made contact with TWC even earlier. The evening before Comcast officially said it was dropping the deal, Charter Chairman Eric Zinterhofer had dinner with Mr. Marcus, people familiar with the meeting said.

Charter, the fourth-largest U.S. cable operator, has been laying the groundwork for making an offer to No. 2 player Time Warner Cable. The two sides will continue talking this week, when Charter Chief Executive Tom Rutledge and Mr. Marcus are set to meet at the annual National Cable & Telecommunications Association convention in Chicago, the people said.

The NCTA's show, which kicks off Monday, is normally a venue for companies to show off the latest technology in cable TV or broadband. But this year, the cable consolidation drama is likely to take center stage. News of the forthcoming Rutledge-Marcus meeting was earlier reported by CNBC.

Already, the tone of Charter's approach is markedly different from its takeover effort in 2013 and early 2014, which culminated in Charter making a hostile bid and nominating a slate of directors to replace the TWC board. That effort failed, as Comcast emerged as a bidder and struck its ill-fated deal with TWC.

People close to Charter have made clear that the company doesn't want to make the mistake again of lowballing a bid. They also said that Charter is aware that it will have to offer a significant portion of its bid in cash to satisfy Time Warner Cable's concerns about whether Charter stock is overvalued on deal speculation.

Time Warner Cable's improving operations could complicate Charter's bid. Last time TWC was under takeover pressure, it was bleeding subscribers. But this past week, the company reported its first video customer growth in a quarter since 2009, even as Charter reported a surprise video customer loss.

To make matters more complex, the companies are already jockeying for advantage by courting Bright House Networks LLC, a smaller operator serving about 2 million customers. The Wall Street Journal reported on Thursday that Charter and TWC had separately held preliminary talks with Bright House about an acquisition. For each, reaching a deal to acquire Bright House could place it in a better bargaining position with the other company.

Some observers said the situation was more akin to a love triangle than a war between Charter and Time Warner Cable over Bright House. People familiar with Charter's thinking said the company believes the best option would be for Time Warner Cable, Charter and Bright House to reach a deal together. Time Warner Cable is open to entertaining any deal talks, people familiar with TWC's thinking said, with the goal being that any deal reached maximizes shareholder value.

But after federal regulators" resistance to the Comcast-TWC merger, it remains a question how they would view a three-way deal to create another cable giant, some people close to the deal talks noted. A combined Time Warner Cable-Charter-Bright House would serve about 24 million business and residential customers, in striking distance of Comcast's roughly 27 million.

At least for now, Charter doesn't appear deterred. On a Friday first-quarter earnings conference call, Charter's Mr. Rutledge said, "I think every company is different, every transaction is different, and they're really independent structural questions from a regulatory perspective."

Dana Cimilluca contributed to this article.

Write to Shalini Ramachandran at shalini.ramachandran@wsj.com

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