DISH Network subscribers could lose programming from Media General-owned NBC and CW affiliate WCBD-TV Channel 2 if a new contract agreement is not reached by midnight Sept. 30.

“At this time it appears unlikely that a new agreement will be reached,” WCBD said in a statement.

“Our television station has been an important part of this community for 59 years, and it is unfortunate that DISH does not recognize our fair market value,” said WCBD General Manager Rick Lipps.

“Although we have successfully completed agreements with other cable and satellite operators, DISH has refused to reach a similar agreement,” Lipps said. “We continue to negotiate with DISH to reach a fair, market-based deal before our contract expires.”

If no contract is reached, DISH subscribers can continue to watch programs via antenna or by switching to an alternative pay-TV service provider, WCBD said.

Viewers can receive updates and register their support for WCBD/ECBD by visiting www.dontdropWCBD.com.

WCSC-TV Channel 5 went through a similar dispute with DISH in July without resolving it before the Aug. 1 deadline. They later came to an undisclosed agreement.

Reach Warren L. Wise at 937-5524 or twitter.com/warrenlancewise.