The National Rifle Association will no longer produce new material for NRATV — a move that coincides with the end of their business ties with long-term advertising firm Ackerman McQueen, according to a report.

The development, reported by the New York Times, was considered inevitable as the relationship between the NRA and Ackerman — which operates NRATV — has grown increasingly volatile, with the sides even announcing last month they were cutting ties after over 30 years working together.

NRA officials also felt their core mission wasn’t being properly communicated by NRATV, the report said.

“Many members expressed concern about the messaging on NRATV becoming too far removed from our core mission: defending the Second Amendment,” Wayne LaPierre, the N.R.A.’s longtime chief executive, wrote in a message to members that was obtained by the Times. “So, after careful consideration, I am announcing that starting today, we are undergoing a significant change in our communications strategy. We are no longer airing ‘live TV’ programming.”

Past content can still be aired on NRATV.

Ackerman blasted the move in a statement to the Times, saying they’re “not surprised that the N.R.A. is unwilling to honor its agreement to end our contract and our long-standing relationship in an orderly and amicable manner.”

The company added they “will continue to fight against the N.R.A.’s repeated violations of its agreement with our company with every legal remedy available to us.”

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