Turner Media Group has filed for bankruptcy following the loss of ad sales duties for EchoStar's DISH satellite TV product, reports MediaPost.

Earlier this year EchoStar announced it would begin selling DISH interactive ads through Google's online, automated platform. The move marks a blow to the barely toddler-aged interactive TV ad-sales industry.

It also leaves unclear for many the question of who is selling EchoStar's inventory. Corporate bickering between EchoStar and Turner has only resulted in more confusion as the two argue about who owes whom what in payments.

The rift also poses a threat to EchoStar's carriage of Turner's eight cable networks. The satellite company is trying to renegotiate the terms of carriage.

The reach of Turner's channels would take a serious hit if EchoStar were to drop them from subscriber offerings.