The big boys threaten to take their ball and go home

Two of the established " Big Four" or Sky Four as I like to refer to them as haven't exactly showered themselves in glory this week. Whilst Chelsea are beginning to resemble the unified and professional force of the Mourinho-era and Liverpool, perhaps belated, emphasised their domestic credentials at the Theatre of Dreams, it was the protagaonists from North London and Manchester that became particularly uppity.

After a humbling at Old Trafford that is still unlikely to hinder their trot to universal domestic glory, Sir Alex Ferguson decided to forgoe his media obligations and refuse an interview that Sky were enitely entitled to. His reasoning being that the midday kick-off had been put in place by Sky as part of their broadcasting contract. He neglected to mention that it was also a kick-off time advised my the police as it allowed less than 2 hours for Mancunians and Liverpudlians to fuel their simmering anymosity with their drink of choice. Matthew Syed wrote in yesterdays Times that Sir Alex would be well served to remember that the revenue from Sky is what has partly afforded him to affored expensive failures like Juan Sebastian Veron. Some argue that , as Syed eloquently puts it, that Ferguson runs Old Trafford like his own "personal fiefdom" and that being the most successful club manager of the past 22 years allows this personal folly. This appears to dodge the issue of contractual obligation and the two major candidates that have been touted to replace Ferguson, Messers Mourinho and O'Neill, are noted for their effortless charm with the media, even if the former can indulge in promiscious jousting on occasion.

The second event in a week littered with unsavoury behaviour, Cesc Fabregas stands accused of spitting at Hull City assistant manager Brian Horton. Whilst the FA are still to investigate, judement should be measured, yet the image of Fabregas , all hair gel and leather jacket, face contorted in rage at the end of a game where he didn't even break sweat , hardly endears him or his club to the armchair supporter.

If these clubs are to continue to syphon off long distance supporters from local clubs from Exeter to Elgin , surely a cordial, symmetrical relationship with the media is essential. In an age where the Premier League is descending into a two tier system, consisting of a four way race for the post running alongside 16 side dogfight to avoid the trapdoor, the top flight has to place entertainment at the centre of its argument for a "licence to operate". Key to this entertainment motif, is the presentation of favourable images upon which the empire of the Premiership been has built on. Sky and Setanta need Torres finishes & Ronaldo free-kicks not the censure and vitriol that has been on display in the past week. If the Sky Four underestimate the importance of their relationship with the media, it could over time lead to a more proportional representation of footballing partisanship across the country. This won't happen immediately, but if there is nobody to talk to the microphone, the next time the big boys come back with their ball having gone home in a huff, the game may have moved to another street