Increased competition, consumer choice and lower prices are the main talking points in the latest clash between the Federal Communications Commission (FCC) and cable and satellite TV service providers. While the FCC as regulator wants to break the providers’ control over the set-top box that brings their programming into households, the providers reject the idea. In an unusual act, U.S. President Barack Obama recently threw his weight behind the three-month-old FCC proposal. The “huge question” is whether the FCC proposal would actually benefit consumers, even if it were successful, said Marc Tayer, president of MediaTech Insights, a consulting firm, and author of Televisionaries , a book that documents the history of digital TV. Google, Amazon and other technology companies would benefit “tremendously” if the set-top box market were to open up, he noted. “The battleground is widening,” said Wharton marketing professor Peter Fader , who is also co-director of the Wharton Customer Analytics Initiative .…