A senior telecommunications executive said yesterday that Internet service providers should be allowed to strike deals to give certain Web sites or services priority in reaching computer users, a controversial system that would significantly change how the Internet operates.

William L. Smith, chief technology officer for Atlanta-based BellSouth Corp., told reporters and analysts that an Internet service provider such as his firm should be able, for example, to charge Yahoo Inc. for the opportunity to have its search site load faster than that of Google Inc.

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Several big technology firms and public interest groups say that approach would enshrine Internet access providers as online toll booths, favoring certain content and shutting out small companies trying to compete with their offerings.

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In a recent letter to Congress, a coalition of technology companies called on members of the House Energy and Commerce Committee to strengthen the draft bill's "network neutrality" provisions, some of which were recently changed in response to lobbying by telephone and cable firms.

"The incredible potential of broadband will be severely compromised if network operators are permitted to be the gatekeepers of the Internet, deciding what content, applications and services succeed or fail on the Internet," wrote the coalition, which includes Amazon.com Inc., eBay Inc., Google and IAC/InterActive Corp.