Premiership clubs must use increased television revenues to cut their ticket prices in a bid to curb falling attendances, according to Blackburn chief executive John Williams.
Last week the Premier League announced a £625million overseas rights deal which will boost the average TV income for top-flight clubs to £40million per year and give the League a total media rights income in excess of £2.6billion for the three seasons from 2007/08.
Williams claims it is vital for middle and lower-ranking Premiership clubs to pass that new money on to supporters, who he believes are staying away due to the 'increasingly predictable' nature of the division.
Rovers are one of many clubs who have frequently struggled to attract crowds anywhere near the capacity of their ground in recent years and Williams believes it is time to act to save the game as a spectator sport.
'Our view is that some of this new money must be returned to our supporters in admission prices,' he told The Guardian.
'Most clubs, apart from the biggest, have a problem with crowds and it is crucial that the game remains a live spectacle.'
Williams added: 'The Premier League is becoming increasingly predictable.
'While it is good we still have a title race, most people can name at the beginning of the season who the top four clubs will be.
'Although we have to remain as competitive as we can, we are committing to returning. Some of the increase in TV money to our supporters from next season.'