NFL Network has never been in as many homes as the league envisioned when launching the network in 2003. Tonight, it’s in even fewer.

The NFL has announced the Dish Network dropped NFLN and NFL RedZone at 7:00 p.m. ET on Thursday.

“This represents the first time in NFL Network’s 13-year history that one of its service providers has not continued to offer the network to its subscribers,” the league declares in the statement announcing the development. Dish Network would likely say that this represents one of the rare instances where someone has said to the NFL, “We’re not paying what you want.”

Indeed, unrealistic financial expectations have contributed to slower-than-expected proliferation of NFLN. With Dish Network pulling the plug, the league-owned broadcast operation is available in 60 million homes.

“As the only network 100% dedicated to coverage of America’s most popular sports league, NFL Network is committed to serving the millions of NFL fans by reaching fair distribution agreements with the pay-TV industry,” the league asserts, opting for a somewhat derisive reference to cable/satellite TV providers.

The NFL also has set up a web page with a message suggesting that the outage may not be a short-term arrangement.

“To avoid missing key NFL action, DISH subscribers should find a provider that carries NFL Network and NFL RedZone now — and the good news is there are plenty of choices,” the league explains. “NFL Network and NFL RedZone are available on XFINITY, Verizon FiOS, Spectrum, and Time Warner Cable. NFL Network also is available on DIRECTV, along with the chance to watch every out-of-market Sunday game live through NFL Sunday Ticket.”

Battles between content providers and cable/satellite companies aren’t uncommon. But since this is the first one the NFL has waged with a company that previously was carrying NFL Network, it’ll be interesting to see how the league handles the situation.