Birmingham City is considering lowering its ticket prices to bring the stay-away fans back to St Andrew's and get the club's promotion push back on track.
Co-owner David Sullivan said the stadium had become "like a morgue," but added he does partly regret his attack on Blues supporters in the match programme against Stoke on Sunday.
And he admitted the club may have charged too much for the game which attracted just 15,854, the club's lowest attendances for five years.
Tickets were #29, a mistake Mr Sullivan pledged not to make again for future televised games.
He said: "Unfortunately we were locked into the prices. Somehow we have to change that if we are on television.
"I understand where people are coming from. Derby, Norwich and Sunderland would all have attracted bigger gates than us. I find it hard that the stay-at-home fans would expect us to mount a better promotion challenge than anyone else. But they don't turn up. We have to help them.
"We are going to review our whole ticketing structure moving forward from the Cardiff game and look at season ticket prices next season."
Mr Sullivan said he thought the Football League had sold the television rights far too cheaply. He said: "The compensation that Championship clubs get – #60,000 – doesn't even cover the loss of your gate.
"We, at Birmingham, don't want any Championship games on Sky. In the Premiership, it's big money. Then you have got the leeway to do cheaper deals."
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