With growing doubts over football's dependence on TV, we asked five people from diverse areas of the game where they thought the relationship was going
Michael Dunford – chief executive, Everton
"I think the general assumption – rightly or wrongly – is that it would be unrealistic for anyone inside football to put hand on heart and say they believe that the prices paid for television rights will continue to keep rising. The general belief is that, in terms of price, we have now peaked – and once you have peaked there is only way to go.