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The CBS-Time Warner Cable fight is set to drag on after CBS rejected a proposed truce from the cable operator.
The dispute centers on how much the cable operator should pay to carry CBS programing in places where CBS owns local affiliates -- primarily New York, Los Angeles and Dallas.
Time Warner Cable CEO Glenn Britt sent a letter to CBS Monday outlining proposals under which his company would resume carrying the network, which was blacked out from about 3 million customers last Friday. But CBS quickly rejected Britt's offer, calling his letter "an empty gesture from a company that is expert at them."
Britt said Time Warner Cable (Fortune 500) was willing to bring back CBS under financial terms it had "reluctantly" agreed to in recent negotiations. A TWC spokesman declined to provide specifics on these terms. ,
Britt also offered an alternative proposal under which CBS would make its stations -- including the Showtime premium channel -- available to TWC subscribers "on an a la carte basis." That means CBS could name its own price and terms for its content, and customers would pay the fee directly to CBS.