PHILADELPHIA, Dec 14 (Reuters) - Google Inc (GOOG.O: Quote, Profile, Research, Stock Buzz) has approached Internet carriers with a proposal to create a "fast lane" for its own content, countering its previously stance of equal network access for all content providers, The Wall Street Journal reported on Sunday.
One major cable operator in talks with Google said it has been reluctant to forge a deal because of concerns it might violate Federal Communications Commission guidelines on network neutrality, the newspaper said in its electronic edition.
Cable and phone companies that operate the data pipelines are supposed to treat all traffic the same.
Google's proposal, called OpenEdge, would place Google servers directly within the network of the service providers, the newspaper said.
The setup would accelerate Google's service for users, the newspaper said.
Google could not be immediately reached for comment.
The Wall Street Journal said that when asked about OpenEdge, Google said other companies could strike similar deals if they desired. (Reporting by Jessica Hall; Editing by Valerie Lee) (For more M&A news and our DealZone blog, go to here)