• by Wayne Friedman , November 30, 2009

Drumming up an unusual PR campaign, Time Warner Cable is asking its subscribers to decide how it should handle some upcoming big cable network rate hike negotiations.

Time Warner will soon be in the midst of some upcoming big deal talks with News Corp's group of broadcast and cable networks, Scripps Networks, NFL Network and others.

Historically, cable and satellite TV operators get caught in the crossfire when cable networks ask for rate hikes. Operators risk their customers' wrath when they take off those channels for a period of time while in negotiation.

On the Web area -- RolloverOrGettough.com -- Time Warner asks subscribers to vote whether it should "roll over" or "get tough" with these networks. Time Warner doesn't actually say whether it will reveal the results or how it will act.

"We've got a hard choice," says the message on the site. "No one likes paying more. You don't. We don't. Yet every time our contracts with TV program providers come up for renewal, that's what we face. Price increases. Big ones. Up to 300% more. Sometimes, we can avoid passing them on to you. Sometimes we can't."

The message goes on: "The networks shouldn't be in the driver's seat on what you watch and how much you pay. You're our customers, so help us decide what to do... We're just one company, but there are millions of you. Together, we just might be able to make a difference in what America pays for its favorite entertainment."