NBCUniversal is poised to make a pair of investments in the digital media start-ups BuzzFeed and Vox, seeking to appeal to younger millennial viewers who are abandoning traditional media, according to executives with knowledge of the negotiations.

The film and television group, owned by Comcast, is close to investing $250 million in BuzzFeed, known for its trending quizzes and lists and a relatively recent expansion into journalism. The deal would value BuzzFeed at about $1.5 billion, said the executives, who spoke on condition of anonymity because the deal terms were private.

NBCUniversal also is in talks to invest an unknown sum in Vox Media, the home of a stable of sites including the sports brand SB Nation, the tech site The Verge and the news site Vox.com, at a valuation of about $850 million, the executives said.

Representatives of NBCUniversal, BuzzFeed and Vox declined to comment. The deals will probably be announced in the coming weeks, one executive said. News of the investments was first reported by ReCode, which is owned by Vox Media.