The two media companies have been negotiating a new distribution agreement for CBS-owned television stations, including KCBS-TV Channel 2 in Los Angeles. The current carriage agreement expires Thursday.
On Friday night, CBS began airing commercial messages in several cities, urging viewers to contact Dish Network. CBS also set up a website to rally customers, urging them to send a message to Dish or to even "switch providers."
CBS' pressure tactics appear to be part of a growing trend. In the past, companies would try to sort out their differences privately, and take their dispute public only after contract talks collapsed and an outage was imminent.
A CBS spokesman declined to comment.
Dish customers currently are without CNN, Turner Classic Movies and
Dish Chairman Charlie Ergen told Wall Street analysts this month that despite the troubles with Turner Broadcasting, he was optimistic that his company would strike a deal with CBS.
"We've had a good relationship with CBS," Ergen said during a Nov. 4 conference call to discuss Dish earnings. "Certainly, CBS is a core product.... I would certainly think that you will see them on Dish."