News Corp. is preparing a marketing blitz, set to launch today, aimed at convincing consumers that its Fox Broadcasting Co. deserves a fair retransmission consent fee for its programming carried by Time Warner Cable.

Written by Shira Ovide and Sam Schechner, the story says the ads warn viewers in cities like New York and Los Angeles that Fox shows such as football games and The Simpsons may go off the air for some Time Warner subscribers.

The campaign counters one Time Warner has been running, arguing that programmers are demanding unreasonable fees from cable operators. 

WSJ Online subscribers may read the full story here.