Time Warner Cable is asking its 14 million nationwide subscribers to decide whether they would rather pay higher cable rates or lose some of their favorite programs.

Time Warner, which provides cable service to most of the San Fernando Valley, launched its Roll Over or Get Tough campaign on Wednesday in response to plans by network programmers to raise fees by as much as 300 percent.

"We have some tough choices to make, and we want to make sure we're doing what's best for our customers," company CEO Glenn Britt said in a statement. "If we roll over, they pay the price. If we get tough, they may lose their favorite shows until we reach a reasonable agreement."

Through Dec. 31, subscribers can vote online (www.rolloverorgettough.com) whether they'd prefer higher rates or fewer program offerings.

"We're not trying to attack our local programmers," company spokesman Darryl Ryan said. "We're trying to negotiate."

Ryan could not say which or how many networks are pushing for fee increases or how these hikes could affect the subscribers' monthly bills.

"You would see a noticeable difference in your bill," Ryan said. "That would be related to the rising costs of programming."