Mad Men

Mad Men fans with AT&T U-verse may not get to see what happens to Don and Co. at the new Sterling Cooper Draper Pryce agency.

The cable provider's 2.3 million subscribers were alerted Friday on their set-top boxes that the company might drop Rainbow Media-owned AMC (as well as its siblings IFC and WE tv) on July 14 -- a move that would leave viewers in the lurch come when Season 4 of the AMC drama premieres July 25.

Rainbow Media has been negotiating to renew its carriage deal with AT&T for several months. The original contract was to expire on July 1, but both sides agreed to a two-week extension. AT&T spokesman Steven Schwadron said Friday the two companies remained at "an impasse."

The alert to AT&T customers said: "We want fair prices and to reach a good deal for you, but may be forced to remove these channels due to their unreasonable demands."

A Rainbow Media spokeswoman told TVGuide.com: "It is troubling that AT&T is threatening to yank AMC, WE tv and IFC, and leave their customers without the hottest show on television, AMC's Mad Men, just before the premiere of the new season. AT&T is acting in an aggressive manner that puts their corporate interests ahead of their customers. We are negotiating in good faith ... so that our viewers don't lose out."

"We are willing to continue negotiating," Schwadron said.

AT&T subscribers, meanwhile, are already fuming.