CBS and Time Warner Cable have extended the deadline of their retransmission agreement to Monday, but both parties are not giving up trying to gain support for their causes.

CBS has been airing ads on-air, urging viewers to take action and tell Time Warner whose side they were on. Multichannel News chronicled the latest today. One ad, below, aired last night during “Big Brother” calling fans to action:

By targeting viewers show by show, CBS is proving that they are serious in this TV rights war. The broadcaster has been at negotiations and has aired its grievances, and now it wants its shows’ fans to join the fight.

In a separate retrans battle, four markets’ NBC and CBS stations have gone dark. According to Variety, Time Warner and Journal Broadcast Group’s deadline was July 24, but after the date passed with no agreement set, WTMJ in Milwaukee, WGBA in Green Bay, KMTV in Omaha and KMIR in Palm Springs have had blackouts. TWC has told customers to access NBC and CBS content online or VOD.

Brief Take: CBS is stepping up its fight with Time Warner Cable in New York by trying to get viewers on their side via this marketing campaign. Meanwhile, broadcasters in other markets are going ahead and pulling signals in a retrans fight that’s getting ever more aggressive.

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