LOS ANGELES — Nearly everyone agrees the Internet will change the way TV shows are delivered.

But striking Hollywood writers and the nation's media conglomerates are having a hard time seeing eye to eye on how to share revenue generated when shows are streamed on the Web.

It's the most contentious financial issue in the 10-day walkout that has stopped production on more than a dozen prime-time programs.

In full-page newspaper ads yesterday, the Alliance of Motion Picture and Television Producers said it's offering writers a share of licensing fees paid by Web sites to offer shows.

But the payments wouldn't begin until six weeks after a show goes online, according to the Writers Guild of America.

The union has rejected the offer, saying viewer interest would be nearly exhausted by then.

"They would throw us a fraction of the bone of whatever's left," the guild said in a prepared statement.

Writers also want a cut of revenue from non-skippable ads contained in many shows that are streamed free online.

The alliance slammed the door on that demand.

"There is no way that this change can be deemed reasonable," the group's newspaper ads said. "No labor agreement in history has given writers, actors or directors a portion of advertising dollars."

Writers are convinced that ad-supported streaming will someday become a huge moneymaker for networks.

"We're not saying you owe us thousands of dollars right this minute," said Ron Moore, a writer-producer for the Sci-Fi Channel show "Battlestar Gallactica."

"This is the moment you make the deal for the future," Moore said.