Ashley’s demand on PPV

PRESSURE: Masters act and review its current pay- per- view arrangements for live matches in the UK.”

Burnley’s clash with West Brom last Monday, with a 5.30pm kick off, had the worst viewing figures to date.

It has been described as “exceptionally low” and has raised question marks about the whole concept.

Clubs are also frustrated because the revenues make very little difference to them.

Sky and BT Sport have faced a huge public backlash. Supporters have been organising boycotts while using the cash to raise money for charity.

Ashley said: “Charging £ 14.95 for single televised matches in the current climate it is not acceptable to any football fan.

“Supporters have overwhelmingly rejected this offer and the Premier League must now act.

“Why not make it much more accessible at £ 4.95 per match until Christmas?”

Other games have had a better take up, with Newcastle’s clash with Manchester United drawing in what was believed to be a good audience and Arsenal’s match with Leicester had high figures on Sunday.

Ashley, hoping to apply pressure to the Premier League and its chief exec Richard Masters, added: “The Government should waive VAT on the above pay- per- view matches so that as many of those who are unable to attend matches in person can at least watch their team.

“The profit from the above reduced price pay- per- view option, I would suggest that 50 per cent would be retained by Premier League and 50 per cent to go to the football pyramid below.

“As a club, Newcastle did vote in favour of the pay- per- view proposal, but to be clear, this was because there were no realistic or any viable alternatives put forward.”

Liverpool fans collected over £ 100,000 for local foodbanks after supporters’ group Spirit of Shankly organised the protest and a boycott of their home clash with Sheff United.