Heavy broadband users should help shoulder the cost of their traffic, but Verizon Communications does not give preferential treatment to some Web traffic, the company’s CEO said Monday.

Still, Verizon has had its own interconnection discussions with Netflix related to increasing the video provider’s traffic speeds on the broadband carrier’s networks, Verizon Chairman and CEO Lowell McAdam said. Following a Sunday announcement that Comcast and Netflix had reached an interconnection deal, McAdam said his company has had similar discussions with the video provider.

The Comcast and Netflix deal shows “the commercial markets can come to agreement on these to make sure the investments keep flowing,” McAdam said.

McAdam addressed the U.S. Federal Communications Commission’s proposed net neutrality rules during a conference call about the company’s acquisition of Vodafone’s 45 percent stake in Verizon Wireless. The FCC’s move this month to resurrect net neutrality rules should provide “clarity” for the broadband industry, said McAdam, whose company successfully challenged an old version of the regulations in court.

McAdam dismissed concerns that his company would selectively block or slow some Web content. “We make our money by carrying traffic,” he said. “That’s how we make dollars. So to view that we’re going to be advantaging one over the other really is a lot of histrionics, I think, at this point.”

But McAdam suggested that broadband power users should pay extra. “It’s only natural that the heavy users help contribute to the investment to keep the Web healthy,” he said. “That is the most important concept of net neutrality.”

The FCC needs to look at the broad Internet industry, not just broadband providers, when it considers new net neutrality rules, McAdam said. Companies like Netflix, Apple, Microsoft and Google have a role, and “any rules will have to include all of these players,” he said.

McAdam called for the FCC to create “light touch” rules on net neutrality. The FCC needs to consider growing uses of broadband in medicine and other fields, he said. “Everything from health care to telematics to the energy grid need to be balanced with someone who’s trying to watch last year’s episode of [TV show] NCIS,” he said.

McAdam said he’s “encouraged” that the latest FCC effort may bring clarity on net neutrality rules.