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Viacom Warns That Its Networks May Go Dark on DirecTV, as the Two Companies Put Their Own Spins on the Impasse TVWeek

Viacom is warning viewers that its networks may go dark for DirecTV subscribers starting today, July 10, 2012, according to a blog post from Viacom.

"We’ve been negotiating for months and even offered DirecTV an extension past the agreement’s original June 30th expiration date," the company says in the post. "However, despite our best efforts, DirecTV has rejected all of our proposals to renew our agreement. This evening, DirecTV provided Viacom with a counter proposal that included a lower rate than Viacom receives from any other distributor in the industry. With this offer, our negotiations have reached an impasse.”

That could mean that DirecTV's 20 million customers could lose Viacom's 26 networks, including MTV, Comedy Central and Nickelodeon, the post points out.

According to DirecTV, however, Viacom "wants you to pay over 30% more to keep the same channels," the company says on its website.