Premier Soccer League chairman Irvin Khoza says attendance figures at soccer stadiums are unlikely to improve - and the situation may worsen before getting better.

The increase in ticket prices at the start of the season from R20 to R40 has been advanced as one of the reasons for empty stands.

But Khoza believes a buffet of reasons are responsible for the dwindling crowds, including:

the absence of an entrenched culture of season tickets;

an oversupply of live soccer;

socio-economic challenges in the country;

new media; and

changing lifestyles.

Khoza paints a picture of the PSL caught between the best and the worst of both worlds.

"What has emerged is a challenge that is gratifying and concerning. The TV audience ratings are up, meaning people are consuming the PSL product.

"Television is our greatest income generator and to that end, DStv have seen an increase in their subscriptions to almost three million since they acquired the PSL broadcast rights."

Though he admits empty stadiums are a major concern for the league, he is quick to list mitigating factors.

"Football attendances are high in countries where the culture of season tickets is entrenched. We cannot introduce that system here because clubs do not own stadiums and they play in different stadiums most times," says Khoza.

"The emerging new media is a big threat. Internet use is growing, and soon people are going to watch matches on their smartphones. The challenge is how we position ourselves against the rise of new media."

Changing trends in lifestyles are also a big factor.

"For instance, on a Saturday you watch an English Premiership match at 1pm, PSL action at 3pm and 8pm, and a Spanish La Liga match later.

"So it's not easy for the paying subscribers to leave their homes and go through the hassle of going to the stadiums. They would rather sit at home, with friends and family, having a braai and cold beers," he says.

Khoza shoots down the suggestion of a broadcast blackout. "You cannot do blackouts. Media planners plan according to the reach we have in the area.

"If you blackout you are reducing the penetration. Sponsors are interested in eyeballs. They would rather have millions watching on TV than 30000 in the stadium."

The PSL executive went on a trip to Germany recently, and one would have thought they had picked up some ideas on attracting crowds since the Bundesliga sides are filling huge stadiums.

"Germany is enjoying the best crowds in the world right now because it has an active middle class who happen to be regular ticket buyers."

The problem, says Khoza, is not one that bedevils only South African soccer.

"Brazil is a giant of the sport but they are in a worse position. They have almost 200 million people yet only derby games there attract full attendances," he says.

Socio-economic conditions also play a role. "Given retrenchments and unemployment, people are presented with budget challenges.

"They prioritise things affecting the household and cut back on their entertainment. Low income earners have huge challenges."

The scheduling of matches also has a bearing on turnouts. "There are certain days and times that are not attractive for people to go to the stadium. People may be reluctant to attend midweek night games because of transport problems."

What is the PSL doing to curb the malaise?

"We will commission thorough research because we cannot have a knee-jerk response. We also have to enter into joint projects and form a strong partnership with the media, one that goes beyond just giving away tickets.

"The media played a powerful role in galvanising the nation behind the World Cup.

"In our contract, we have an agreed airtime of 30-minute slots with the SABC designed to talk about the PSL but delays have been caused by the change of guard at the broadcaster."

But Khoza believes "it is a temporary lapse and things will soon improve".

While conceding that having bums on seats is desirable, Khoza also suggests broadcasters create the perception of emptiness. "We are engaging the broadcasters regarding the positioning of the cameras.

"The cameras always face the eastern stand even when there are plenty of people sitting on the western stand."