Peak TV is in trouble. The W.G.A. just got one step closer to putting a strike into motion—and is waving a bright red flag at advertisers in the process. The guild sent a letter to advertisers on Tuesday to alert them that a “potential labor dispute” (a.k.a. the strike) might soon have an impact on their business.

“With the cable networks’ Upfronts underway and the broadcast networks’ Upfronts beginning in May, I am writing to inform you of a potential labor dispute that could have a significant impact on primetime programming for the 2017-2018 television season,” says a letter sent to a media-buying firm by David J. Young, executive director of Writers Guild of America West, per Variety. “As a stakeholder that may be negatively affected by this dispute, this information may be relevant to your media buying plans.”

The letter also notes that if authorized, the strike will begin on May 2, and will affect a number of late-night shows and scripted series slated for a summer release.

For the last several weeks, the W.G.A. has been wrestling with the Alliance of Motion Picture and Television Producers for a new three-year contract that meets the union’s requirements, which includes higher salaries for TV writers, more job security in the ever-changing realm of Peak TV, and a more robust health plan. The negotiation recently splintered and fell apart, with both sides blaming the other for walking away. Now, per the letter, the W.G.A. is publicizing exactly how much money it’s looking for in the deal.

“We estimate that our current proposals would cost a total of $178 million over the entire industry,” the letter states, per The Hollywood Reporter. “The combined cost to the six largest firms is $117 million.”

After negotiations fell apart, the W.G.A. quickly set about rallying the troops to authorize a strike. (Members have to vote in support of the strike for it to move forward.) Now the union is one step closer to bringing the strike to life. This work stoppage would likely have an even more significant impact than the W.G.A. strike of 2007, which began in early winter and carried on through February 2008, affecting late- night shows, scripted shows, and awards shows like the Golden Globes—the ceremony that year was canceled and replaced by a press conference.

In today’s TV-obsessed climate, writers are busier than ever, spreading themselves thin over a number of different shows on a variety of platforms (Netflix! Amazon! Your fridge TV soon, probably!). A pause in the writing schedule would hit a number of shows settling in for their summer premieres. How ready is the A.M.P.T.P. for the wrath of millions of TV-worshipers? The answer should arrive soon—negotiations are set to resume on Monday, as the W.G.A.’s current contract with the A.M.P.T.P. ends on May 1.