Vic firefighters' pay dispute continues

Firefighters warn that unless their pay dispute is soon resolved there could be long-lasting damage between them and the Victorian Labor Party.

The United Firefighters Union released a television and radio campaign on Thursday calling on the Labor state government to come up with a better offer following ten months of unresolved talks.

The campaign shows Premier Daniel Andrews telling 1000 firefighters "the time has come to protect the protectors".

Mr Andrews said that in October last year, 11 days before he became state premier.

Union secretary Peter Marshall says his members want the dispute resolved quickly to avoid long-term damage to firefighters' faith in Labor.

"But we're not hopeful - we don't see any signs that come from the government other than stunt after stunt," Mr Marshall told reporters on Thursday.

Emergency Services Minister Jane Garrett told reporters the government was not in the business of giving unions 50 per cent-plus pay rises - referring to an earlier 9.7 per cent pay claim.

Mr Marshall says the government knows this was just an ambit claim that was later revised down.