BLACKBURN Rovers today delivered on their promise to slash prices by announcing a 25 per cent reduction in the cost of adult season tickets for next season.

Chairman John Williams has been at the forefront of the great gate debate' in recent months, and went public with his plans to use some of Blackburn's share of the new TV deal, which is likely to amount to £35 million when it kicks in next season, to bring down ticket prices at Ewood Park.

With matchday attendances on the slide across the Premiership, Williams feels drastic action needs to be taken to entice the missing fans back, and Rovers aim to lead the way by giving more than £1million back to supporters in the form of reduced prices.

In a throwback to last century's prices, the cheapest adult season ticket will cost just £249 for the CIS stand, which has nearly 5,500 seats available at that price.

The cost of a season ticket behind the goal in the Blackburn End will be just £299, a 30 per cent reduction on this season's average price of £425.

The price for juniors will remain at £99 in the lower tier (£80 in the upper tier family area), which means a family of two adults and two children will be able to enjoy 19 Premiership matches at around £10 per head per game in the most popular part of the ground next term.

The most expensive season ticket will cost £399 - a big reduction of £196 on this season's price of £595.

Club officials believe passionately that for the game to thrive for future generations then more fans need to be enticed back into the grounds to watch the action live.

As a consequence, match day prices for 15 of the 19 Premiership matches have also been slashed to £15 for a quarter of all home seats, with seats behind the goals for home and away fans for these games reduced to £20.

There will be four higher priced home matches against Liverpool, Manchester United, Arsenal and Chelsea with home fans being charged between £25 and £35.

Away fans will be charged £30 for these four fixtures, a reduction of 16 per cent on this season.

Former Ewood ace and Lancashire Telegraph columnist Simon Garner, has applauded Rovers decision to cut prices, hailing it "a bold move in the battle to win back the working class fan."

Now Williams is hoping to see a positive response through the turnstiles as Rovers attempt to lure back the 4,000 season tickets holders who have fallen by the wayside since the club returned to the Premiership in 2001.

Williams said: "We believe the best way to enjoy Premiership football is watching it live in the stadium.

"We hope these prices will not only retain existing supporters but also attract those who have not been for some time through the turnstiles next season to offer the team even greater vocal backing.

"In setting this price structure, we have recognised the concerns of supporters who feel that the cost of watching live football has become too expensive.

"We have addressed this issue and at the same time made sure we remain competitive on the pitch. Fans want to see the best players in action at Ewood Park and for the club to continue to be a force in the Premiership.

"The new pricing structure is part of a planned commercial strategy, which is the result of research by our sales and marketing team.

"We have already introduced a number of initiatives this season designed to attract more supporters. These have included a loyalty card scheme, price reductions for selected Premiership matches, and cheaper tickets for our European campaign.

"We will continue to look at different ways to add extra value for season ticket holders as they are the lifeblood of the club."

Manager Mark Hughes added: "The players all want to play in front of full stadiums and it makes a huge difference to them. The supporters really can act as the twelfth man and lift the players.

"I've been lucky enough to play in front of packed stadiums across Europe, and I know the positive effect it can have, so it would be great to see Ewood packed every week next season.

"When the ground has been full for games this season against the likes of Liverpool and Bolton, the atmosphere has been amazing.

"Football is a passionate game and we want passionate supporters in Ewood Park to help inspire the team.

"Cost is an issue and we have taken the bull by the horns and reduced prices, and hopefully this will encourage even more supporters to come to games."