Time Warner cable has launched it’s "Roll Over or Get Tough" campaign both in newspapers and television. The campaign asks customers for feedback on whether or they would rather see cable rates increase but keep all the shows offered by Time Warner, or, would they rather Time Warner negotiate a lower price for shows, but perhaps lose them during those negotiations.
“This is the first time that we've really tried to educate our customers about the realities of television business,” said Jeff Unaitis, Time Warner Cable Vice President of Communications.
Time Warner's reality is cable networks are asking for more money to broadcast their shows, which means the cable provider would have to pass a rate increase along to customers; unless Time Warner decides to drop the channels all together.
“Roll over or get tough. Our customers are really caught between a rock and a hard place. Nobody wants to pay more money, and you don't want to lose channels that you like,” said Unaitis.
But Syracuse University Professor Pat Longstaff says the advertisements leave questions unanswered.
“I think for consumers, there's clearly a lack of information. On the other hand, it's the very first time consumers have had a say at all in their cable item,” said Longstaff, who teaches Law and Policy at SU.
Some of the big names in jeopardy are E!, The Food Network and FX.
But if those channels are dropped, it doesn’t necessarily mean customers rates would go down. Time Warner admits even if some channels are lost, that won't necessarily mean your bill will be any lower. It’s a fact leading other customers ready to switch to another cable provider, such as Verizon Fios.
According to the Wall Street Journal, TV-networks have said they want to be fairly compensated for their programming, adding that they shouldn't suffer because cable companies have traditionally overpaid for other networks.
For a full list of channels that would be affected, CLICK HERE.
