It should be a simple matter of passing and enforcing a strong Network Neutrality Rule. Make all providers equal; that is fair and protects us all.
The big corporations, with at&t as a recognizable example, must not be given the power to squeeze content providers and favor their content by excluding or downgrading the content of others.
Competition is the rule to follow, which in this case means to compete on a basis of quality and service. The sad fact is regulation is required to keep a robust environment for innovation in content. The referee role the FCC must take is in the highest tradition of good government.