BLACKBURN Rovers chief executive John Williams today defended the board's decision to increase season ticket prices for next season by claiming it's the only way the club can keep pace with the Premiership's "big boys".

Rovers have released details of their season ticket arrangements for the 2002-2003 Premiership campaign, and while some prices have fallen, the key ticket price (the Blackburn End with loyalty) will rise by £50 from £315 to £365 next season -- an increase of 17 per cent.

However, with the pressure now on manager Graeme Souness to emulate the magnificent achievements of last season, Williams insists Rovers have no choice but to raise prices in certain areas if they want to satisfy the fans' thirst for even more success.

"With a major trophy in the cabinet, qualification for Europe and a mid-table finish, we can reflect on a more than satisfactory return to top-flight football," said Williams.

"But now we have to consolidate that position and move forward.

"With one of the lowest average gates in the Premiership, we are at a real disadvantage compared with most clubs.

"We are still recovering from relegation four years ago, a situation which caused us to lose ground with the majority of Premiership clubs.

"We fought to avoid a big increase last year, but while our average attendance of around 26,000 as a percentage of the catchment area is a fantastic achievement, we find ourselves in competition with clubs regularly attracting gates of 35,000 and beyond.

"Inevitably, there is a price differential which can amount to as much as £5 million over a season.

"The fact is we simply don't have a big enough population. We will, though, continue to work at improving the supporter base with the aid of loyalty and membership schemes, good database management and various promotional techniques."

Despite the price increase for 'key tickets,' Rovers have actually introduced several initiatives which will make it cheaper to watch football at Ewood in certain areas next season.

At the bottom end of the scale, prices have fallen and a full adult season ticket can be obtained for £250.

There will also be more 'cheaper areas' on the ground next season.

That includes sections of the Jack Walker Stand, the CIS Stand and the family enclosure of the Blackburn End.

The loyalty scheme has again been retained and fans will also be able to take advantage of the instalment plans once again.

But the club have reserved the right to offer promotional pricing again for certain games next season, as they did for the visits of Southampton and Fulham last term when fans were admitted for a 'tenner'.

To balance that up, however, the club will also consider offering season ticket holders a special preferential rate in the cup competitions -- a strategy they may also consider using in the UEFA Cup, depending on progress.

Fan groups were consulted on all the changes before final ticket pricing was decided.

Ultimately, though, it's the burden of increased wages which is behind the club's decision to increase key ticket prices.

Souness has already started the process of building for next season by swooping for Charlton defender Andy Todd and if Rovers are to move on to the next level then more new blood will be needed over the summer months, which inevitably has a knock-on effect in terms of the wage bill.

"We are keen to hold on to our top players, but with wages increasing throughout the Premiership, our revenue needs to increase accordingly," added Williams.

"Our short-medium term aim is not to make profits but simply to break even and we are not there yet.

"We could run with a lower wage bill but it would be a huge risk.

"Last time around in the Premiership in the 1998/1999 season the Blackburn End regular paid £299.

"Next year's £365 represents an increase of around 20 per cent.

"Over the same period our main cost, which is player wages, has increased by about 35 per cent."

"We have always tried to be open and honest with our supporters and I trust they will understand the reasons behind our decisions on ticket prices for next season."

FOR a full list of prices and fans' reaction - see Monday's Lancashire Evening Telegraph.