HEADLINE:Viacom, DirecTV fight it out over content---------------------------------------CAPTION: Viacom is ramping up its war with DirecTV over how much it is paid for shows including "The Daily Show, and "SpongeBob SquarePants." Unfortunately many viewers are being left in the dark. (July 11) ----------------------------------------[Location - Date:New York][Source:Associated Press/dIRECTtv][VO:][VOICE-OVER]TRACK#1 VIACOM AND DIRECT-TV ARE BUTTING HEADS OVER HOW MUCH VIACOM SHOULD BE PAID FOR SHOWS LIKE 'SPONGEBOB SQUAREPANTS' AND 'THE DAILY SHOW'.AND LIKE MANY RECENT DISPUTES INVOLVING CONTENT AND DELIVERY PARTNERS, CONSUMERS ARE BEING LEFT IN THE DARK. BLACK SCREENS AND IMPASSIONED MESSAGES HAVE REPLACED ACTUAL PROGRAMMING.DIRECTV SAYS VIACOM WAS ASKING FOR A 30 PERCENT INCREASE IN RATES. [SOT/:Direct TV CEO Mike White -- cOURTESY dIRECT tv]("By Standing firm, DirectTV can continue to keep your bill as low as possible.")VIACOM SAYS THE LATEST AGREEMENT, MADE SEVEN YEARS AGO MEANS THAT DIRECT-TV IS NOW PAYING LESS THAN ITS COMPETITORS. MANY VIEWERS EXPRESSED THEIR VIEWS ON TWITTER, WHILE OTHERS SPOKE WITH REPORTERS OUTSIDE STUDIO WHERE 'THE DAILY SHOW' IS TAPED. [SOT/:Daniel Smith, Daily Show viewer]"the customers are getting shafted because of their dispute. I think that they should basically resolve it amongst themselves."[SOT/:Eugene Lin, Daily SHow viewer]"I think it's a shame. I don't have TV and I access all my TV through proxies from Canada into the United States and I watched the daily show that way [SOT/:Audrey Tong, Daily SHow viewer]"Those are pretty big shows, so maybe they should just give in and give them their moneyFOR NOW, THE SIDES REMAIN FAR APART ON THAT ISSUE. AND ITS UNCLEAR IF A RESOLUTION ACCEPTABLE TO BOTH SIDES WILL BE HAMMERED OUT ANYTIME SOON.[SIGOUT/REPORTER, LOCATION, ASSOCIATED PRESS](****END****) ANCHOR VOICE: -------------------------VIDEO PRODUCER: ---------------------------VIDEO SOURCE: -----------------------VIDEO APPROVAL: ----------------------------VIDEO RESTRICTIONS: ----------------------------------MARKET EMBARGO (S): --------------------------------SCRIPT/WIRE SOURCE: