"Maybe the path will be individual TV rights like they do in Spain. There are so many things moving in that particular area," he said.
"Is it right that international rights are shared equally between all the clubs? At some point we definitely feel there has to be some re-balance on that, because what we are actually doing is disadvantaging ourselves against other big European clubs.
"If Real Madrid or Barcelona or other big European clubs can truly realise their international media value potential, where does that leave Liverpool and Man Utd? If they just get bigger and generate more, then all the players will start drifting that way, won't they?
"We'll just share ours because we'll all be nice to each other? But the whole phenomenon of the Premier League could be threatened. Will the Premier League bubble burst because we are sticking to this equal-sharing model? It's a real debate that has to happen."
The TV rights issue is the most controversial debate facing top clubs, and the one that threatens to blow the Premier League apart.
But Ayre openly wonders whether it is right that clubs with little or no global appeal benefit as much from overseas rights, as sides like United and Liverpool who have massive support across the world.
"If you're a Bolton fan in Bolton, then you subscribe to Sky because you want to watch Bolton, and everyone gets that," he said.
"Likewise, if you're a Liverpool fan from Liverpool, you subscribe. But if you're in Kuala Lumpur, with respect, there isn't anyone subscribing to Astro, or ESPN to watch Bolton, or if they are it's a very small number.
"Whereas the large majority are subscribing because they want to watch Liverpool, Manchester United, Chelsea or Arsenal.
"So is it right that the international rights are shared equally between all the clubs? Some people will say, 'well you've got to all be in it to make it happen'.
"But isn't it really about where the revenue is coming from, which is the broadcaster, and isn't it really about who people want to watch on that channel? We know it is us. And others."
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