Fine, let's take the lowball of $144M. DirecTV has a well-known number of customers, namely 20,000,000. Viacom's channels are part of core programming, so everyone gets them. We divide $144M by 20M and we get $7.20 per subscriber per year. Okay, easy enough, that's a $0.60 per month increase, matching Viacom's claim of "pennies" per month. (60 pennies is still less than a dollar.)
DirecTV is putting a dollar figure on all their scrolls, a number I haven't seen Viacom deny. That number is $1,000,000,000 per year. Dividing by number of customers, that's $50 per customer, per year, or about $4.25 per month increase in the bill. Guess what, 425 pennies is still "pennies" per month.
If we go with your estimate of splitting the difference, it's $20 per year, and $1.75 per month. Again, if you want to stretch the term, it's still "pennies per month."
Now, if DirecTV is lying about the $1B number, why is Viacom not shouting "Liar Liar!" from the rooftops and giving out the real number instead? All they give us is "pennies per month" which describes absolutely *nothing* in terms of actual cost, other than greater than $0.01, since it's plural.
Both sides are using semantics. One is using them to defend my wallet, the other to pick my pocket. I know which side I'm naturally going to come down on.