He wants the A-League shown on a commercial TV network, but Football Federation Australia boss David Gallop insists it has to be at the right price.
FFA chairman Steven Lowy last week labelled as "unsatisfactory" the current free-to-air arrangement with SBS, which is part of a deal with Fox Sports that has one more season left to run.
He said it needed to change and that work on the next broadcast rights deal had already started.
"It's absolutely key to get the right mix," Gallop said in Canberra on Monday.
"Fox Sports have been huge investors in Australian football, they run every game live, but of course free-to-air and through a commercial network would lift our level of exposure to the population.
"That'll increase our rights fees and that'll allow us to fund all our grassroots programs.
"Like all sports, we're very reliant on doing a significant TV deal that helps us fund from top to bottom."
Asked how much he was willing to sacrifice financially to get the game on one of the likes of Channel Nine, Seven or Ten, Gallop said it was a balance.
The current deal is worth $40 million a year.
"Of course we want to get a significant uplift in our fees but we also recognise that it would be a major step for the A-League to get onto a commercial network and that's our goal," he said.
"But, of course, we need to get the right price."
FFA is also about to begin fresh negotiations around TV rights for the W-League.
The governing body brokered a 12-game deal with Fox Sports and ABC on the eve of the 2015-16 season, which included successful double-headers with the A-League.
"We'll be looking for an improvement, but it's small steps," added Gallop.
"I think W-League is well-established as a really fantastic national competition for our elite players and that's going to be an important part of the future."