Newcastle owner Mike Ashley became the first Premier League club chief to go public against pay-per-view on Monday, slamming the 'unacceptable' asking price.
It comes as clubs attend a shareholders meeting on Tuesday in which they will discuss cutting the cost of the controversial PPV arrangement from £14.95 to £9.95 following a furious backlash from fans.
But Ashley says £4.95 would be a more acceptable price, writing in a statement: 'Charging £14.95 for single televised matches in the current climate is not acceptable to any football fan.
Mike Ashley believes the Premier League's new pay-per-view scheme is 'unacceptable'
'Supporters have overwhelmingly rejected this offer and the Premier League must now act.