Football: Andy Gray column: A kick in the grass

FOOTBALL has had a kick up the backside and a timely reminder that the TV gravy train and its cash cargo is coming to the end of the line.

ITV Digital's efforts to reverse out of their pounds 315million deal with the Football League should not be dismissed as a problem that will go away.

They splashed out all that money for the coverage of the Nationwide League at a time when competition for televised football was at fever pitch. Now it appears Nationwide football is not a big seller. But that is no excuse for ditching the deal and threatening the existence of some very big football clubs.

These clubs are working on money they are due and are cutting their cloth to suit. ITV Digital signed a contract and as such have an obligation to cough up even if it is bad business.

The problem ITV had is that Sky got in first with a first-class digital football service so it was always going to be difficult to compete. The ultimate nightmare scenario is that famous clubs like Nottingham Forest will go to the wall, and one or two Premiership clubs will follow if it turns out that there is just too much football on telly.

Whether they like it or not, clubs have to be more responsible when they are negotiating with players, and agents have to be aware there is not a bottomless pit of money for wages.

The message is simple - get real or die!

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