Lord Markham (Con)

I am very glad the noble Baroness mentioned that. When you set the objectives of any organisation, you want to set out the balancing factors. If it is only sustainability, you can get into the lowest common denominator, because a regulator would have absolutely done its job, by the nature of what is set down, just by the survival of all the clubs. There is a very easy way to do that: just dole out all the Premier League money to all the clubs straight away. That would make them all sustainable, giving the money to all the clubs. I think we would all agree that that would be a pretty nonsensical way to do it, but that would achieve the objective. If you set only a single objective, it is very one-dimensional. Why would you not want a regulator to take into account that the overall financial health of the game is dependent on the TV viewership? That is what drives the money. What drives the TV viewership? It is how competitive the games are—not just the top games but all the games through the league? As I mentioned at Second Reading, and as the noble Lord, Lord Birt, mentioned, we are people who have sold and bought media rights around the world. The reason why countries as far flung as Nigeria, Thailand and everywhere else will pay so much for the rights is that every game is competitive. There is a chance that Bournemouth will go out and beat Liverpool, so everyone cares about it. The Premier League does not have a God-given right to be successful. As the noble Lord, Lord Birt, said, many years ago, the Italian league was more successful. The difference today is that you do not have just two or three top teams, as you see in Germany, Spain and Italy. You have a whole host of teams which are all competitive in the league, so every game becomes interesting to watch. My concern in all of this is if the only criterion set down is that of sustainability, it is so one-dimensional that the regulator could just decide to discharge its duties in that way. I hope it will not, but when it comes back to the scrutiny that we are all saying it should have, the regulator could sit here among us all and say, “Look, I have made all these clubs sustainable. Okay, too bad that the TV viewership has gone down and too bad that a load of the games are no longer competitive, so the TV rights money has gone down, but they are all sustainable, because I doled out all the money”. I do not think that is what any of us would want. I really do not understand why this should be. This is not a political point; I really do not understand the objective at all. I am literally scratching my head as to why there should be a problem with that. That is why in our later amendments we try to put in other criteria of success. Those are designed to be the ones that are all about maximising the size of the financial pie, by making sure that TV viewership and attendance are high. People forget in all of this—