A satellite TV provider has taken its fight with a local company out of the boardroom and into the streets.
Dish Network on Tuesday parked a mobile billboard near Media General’s downtown headquarters amid a protracted dispute over broadcast fees.
“Media General execs want a 500% increase in rates,” the billboard said in big red letters.
The ad was parked just outside the media company’s building at 333 E Franklin St.
The move is the latest shot in a battle over how much Dish Network should pay Media General to carry its local stations.
Media General owns 18 TV stations, mostly in the Southeast. It put all its chips into television last year when it sold its newspaper holdings, which included the Richmond Times-Dispatch, to Warren Buffet’s Berkshire Hathaway and a West Coast private equity firm.
Media General is also in the midst of closing a merger agreement that will bring Nashville-based New Young Broadcasting and its 12 TV stations into Media General.