The spat between The Weather Channel and DirecTV just got a lot uglier.

In a scornful full page ad published in the New York Times, Los Angeles Times, The Washington Post and Wall Street Journal, Weather Channel CEO David Kenny slammed DirecTV?s chairman and CEO Michael White’s decision to drop the channel and insisted that DirecTV not punish viewers who decided to unsubscribe over the squabble.

See video: Jimmy Kimmel Reminds Viewers Just How Sensitive Los Angeles Reporters Are To ‘Cold’ Weather

“Many thousands have called your customer service centers asking to terminate their contracts since they are now getting less content for the same price,” Kenny sniped. “But DirecTV is threatening them with termination fees of $200 to $400.”

“Your customers were never given a vote about DirecTV?s decision to drop The Weather Channel,” he added. “The least you can do is allow them to vote now with their feet by waiving termination fees for those seeking to switch to a provider that still carries The Weather Channel, as every other pay-TV company in the nation does.”

See video: TheWrap Reminds Los Angeles Reporters What Cold Weather Actually Looks Like

The Weather Channel is demanding DirecTV pay an additional 1 cent per month per subscriber. DirecTV refused and has replaced the network with WeatherNation, something TWC calls “a cheap start-up that does weather forecasting on a three-hour taped loop, has no field coverage, no weather experts.”

?Consumers understand there are now a variety of other ways to get weather coverage, free of reality show clutter, and that The Weather Channel does not have an exclusive on weather coverage ? the weather belongs to everyone,” DirecTV said in a statement.

In a statement to The Wrap, Weather Channel executive vice president of corporate communications Shirley Powell explained the vitriol behind the letter.

“We wrote this public letter to fight for our viewers,” Powell wrote. “We find it disappointing and unfair to them that they want to see The Weather Channel and yet cannot afford DirecTV’s onerous cancellation fees. DirecTV can’t have it both ways – reducing the value of their offering by dropping The Weather Channel, while at the same time raising prices to consumers. Any customer who thinks that’s a raw deal ought to be able to switch to a different provider without facing an unaffordable penalty. Viewers shouldn’t be held hostage.”

Also read: Weather Channel Calls on Congress in DirecTV Dispute

“The Weather Channel is so used to dramatizing the weather, they may have lost all sense of reality,” DirecTV’s Robert Mercer fired back.

Read the full ad below: