TORONTO - Ongoing negotiations over a new distribution deal between U.S.-based channel AMC and media giant Rogers Communications are heating up.

Some Rogers (TSX:RCI.B) customers reported late Wednesday that online banner advertisements had informed them that they have "lost" the popular television show, "The Walking Dead" on their channel lineup.

The somewhat confusing ads — AMC was still being carried by Rogers as of Wednesday night — seem to be only displayed to customers with Rogers IP addresses.

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  • "The Sorrowful Life"

    Rick Grimes (Andrew Lincoln)

  • "The Sorrowful Life"

    A walker.

  • "The Sorrowful Life"

    Glenn (Steven Yeun) and Maggie Greene (Lauren Cohan)

  • "I Ain't a Judas"

    Merle Dixon (Michael Rooker)

  • "I Ain't a Judas"

    Merle Dixon (Michael Rooker), Beth Greene (Emily Kinney), Rick Grimes (Andrew Lincoln), Daryl Dixon (Norman Reedus)

  • "The Suicide King"

    Andrea (Laurie Holden)

  • "The Suicide King"

    Merle Dixon (Michael Rooker)

  • "The Suicide King"

    Maggie Greene (Lauren Cohan), Rick Grimes (Andrew Lincoln) and Daryl Dixon (Norman Reedus).

  • The Walking Dead Season 3 Cast

    (L-R) Lori Grimes (Sarah Wayne Callies); Carl Grimes (Chandler Riggs); Daryl Dixon (Norman Reedus); Carol (Melissa Suzanne McBride); T-Dog (Robert 'IronE' Singleton); Beth Greene (Emily Kinney); Hershel Greene (Scott Wilson); Rick Grimes (Andrew Lincoln); Maggie Greene (Lauren Cohan); Glenn (Steven Yeun); The Governor (David Morrissey); Michonne (Danai Gurira) and Andrea (Laurie Holden) - Photo Credit: Frank Ockenfels/AMC

  • The Walking Dead Season 3, Episode 1 Stills

    (L-R) Daryl Dixon (Norman Reedus), Maggie Greene (Lauren Cohan), T-Dog (Robert 'IronE' Singleton), Glenn (Steven Yeun) and Rick Grimes (Andrew Lincoln).

  • The Walking Dead Season 3, Episode 1 Stills

    (L-R) Rick Grimes (Andrew Lincoln), T-Dog (Robert 'IronE' Singleton), Daryl Dixon (Norman Reedus), Glenn (Steven Yeun) and Maggie Greene (Lauren Cohan) .

  • The Walking Dead Season 3, Episode 1 Stills

    Maggie Greene (Lauren Cohan).

  • The Governor

    The Governor (David Morrissey)

  • Merle

    Merle (Michale Rooker).

  • Rick Grimes

    Rick Grimes (Andrew Lincoln).

  • Michonne

    Michonne (Danai Gurira).

  • The Walking Dead Season 3, Episode 1 Stills

    Your friendly jail zombie.

  • The Walking Dead Season 3, Episode 1 Stills

    Your friendly neighborhood zombie.

  • Michonne & Friends

    Michonne (Danai Gurira)

The advertisements, which show big block letters, read: "Rogers Customers You Have Lost The Walking Dead" or "Rogers Customers You May Lose The Walking Dead," depending on which version displays.

Both ads encourage Rogers customers to go to a website or call 866-Keep-AMC for more information.

A spokeswoman with Rogers said that the company has no plans to pull the channel, despite the online campaign by AMC.

Earlier this week, AMC warned some Canadian television fans that they were at risk of losing shows like “The Walking Dead” — which airs Sunday — “Breaking Bad” and “Mad Men” if an agreement is not reached with Rogers by Thursday at 11:59 p.m.

A spokeswoman for AMC declined to say what the channel's plans were if talks break down before a new deal could be reached. She did not respond to further requests for comment on the advertisements.

The channel has set up a website (www.keepamccanada.com) titled “Rogers Customers: You Are About to Lose” urging fans to email and call Rogers to save AMC in Canada.

The negotiations are only in relation to Rogers, and customers with other television providers were not expected to be affected.

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