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Sobbing SpongeBob Joins Viacom Fee Dispute

Ads aimed at winning support in Time Warner feud feature a sobbing Spongebob

By Rob Quinn, Newser Staff

Posted Dec 31, 2008 5:29 AM CST

(Newser) – Viacom is enlisting some of its best-known kid cartoon characters in a contract renewal battle with Time Warner, the Wall Street Journal reports. Viacom wants higher fees from the cable carrier for its channels, which could disappear from Time Warner's service at midnight tonight if no new deal is reached. A wave of ads debuts today featuring a sobbing SpongeBob SquarePants and a distraught Dora the Explorer, and urging viewers to contact Time Warner to demand the return of Nickelodeon and its siblings.

Viacom argues that its channels—including MTV, Nickelodeon and the Comedy Channel—draw a higher percentage of Time Warner viewers than their current fees reflect. Time Warner says Viacom is asking for double-digit increases that can't be justified in today's economy—especially when much of its content is available online for free.

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SpongeBob SquarePants may disappear from Time Warner cable services if a dispute with Viacom is not settled. (PRNewsFoto/Nickelodeon)

A distraught Dora the Explorer features in a wave of Viacom ads aimed at winning support in its fee feud with Time Warner. (PRNewsFoto/Nickelodeon)

A new wave of ads from Viacom over a dispute with Time Warner feature crying cartoon characters. (tj012345678901234567)

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Their content is no more valuable on the first of January than it is today, especially because they are putting most of their top-rated content on the web for free.
- A Time Warner spokesman on Viacom

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Sobbing SpongeBob Joins Viacom Fee Dispute