CBS Using Radio To Battle Time-Warner Cable

CBS and Time Warner Cable are waging a public war of words in a retrans dispute that threatens to knock 13 Eye-owned TV stations off TW Cable systems in eight major markets, according to variety.com.

Both sides have taken to their own air to make their case to viewers with breathless PSA-style spots warning of a potential shutoff. But CBS is bolstered by another potent weapon in this fight: multiple top-tier radio stations in the three markets — New York, L.A. and Dallas — most affected by the contract wrangle. And those stations have added the spots on heavy rotation, judging from a quick survey of the L.A. dial on Friday morning.

The stations allow CBS to extend the reach of its “blame Time Warner Cable” message in an efficient and highly localized format.

Despite the public finger-pointing, the sides were said to still be in negotiations. CBS’ most recent contract extension with TW Cable expires at 5 p.m. ET on July 24.

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Meanwhile, Time-Warner Cable Sunday took out a full-page ad in the NY Times charging CBS wanted them to pay 600% more in NYC than other markets.

 According to TWC, The 600% figure is more to get WCBS-TV than they pay in other placers for the same CBS programming.  TC says CBS is driving up the cost of cableTV, charging higher and higher prices for show CBS “give-away for free” online and over the air.

Tom’s Take:  Of course, what really is driving up the cost of cableTV is sports programming on ESPN.  And if you’re not a sports fan and still have cableTV you’re paying the freight for something you don’t watch.