The head of the top Italian football league stated on Monday that Serie A is prepared to start its own media operation to stream matches in Italy live if competing broadcasters do not raise their offers.

For Serie A teams like the current champions Napoli, Juventus (JUVE.MI), and Milan-based AC Milan and Inter, domestic broadcasting rights are a significant source of revenue.

After offers failed to reach the 1 billion euro yearly price tag demanded by teams for the five years starting with the 2024–2025 season, the league postponed a decision until October 15 on the sale of the rights to screen matches in Italy.

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“We have the structure to offer (matches) directly to viewers….we are considering this option,” Serie A Chief Execuitve Luigi De Siervo told reporters on the sidelines of an event in Milan.

“We won’t back offers deemed as too low,” he added.

The Italian league engaged in numerous rounds of discussions with DAZN, Sky Italia, and MediaForEurope (MFEB.MI) earlier this year in an effort to strengthen a set of proposals made by the broadcasters for the live rights to games.

Serie A is earning about 930 million euros per season from the sale of its rights in Italy under a three-year agreement that expires in June of next year, with DAZN taking home the majority of the money.