THE AFL's push to have live Friday night football on TV has received endorsement from Western Bulldogs president David Smorgon, even if it means a reduction in gate receipts.

Speaking on an exclusive BPL podcast, Smorgon said it was imperative that the AFL grow the game at a time when the competition between sports had never been stronger.

"We have to encourage young people to follow the game. Auskick is one way of doing that but to be able to watch the main game of the week, which is usually on a Friday night is also important," he said.

"If the game doesn't come on until 10 minutes to nine the game won't finish until after most kids' bed times."

Smorgon said he understood that live TV against the gate comes at a potential cost to clubs, particularly the Bulldogs who have one of the lower membership figures in the league.

"I haven't studied the numbers, but I would be prepared to forgo some gate revenue in order to grow the game," he said.

Smorgon's endorsement will please AFL chief executive Andrew Demetriou who has indicated that live Friday night matches will be a non-negotiable element of the new TV rights agreement which starts in 2012, but which will be negotiated with the networks over the next 12 months.

Channel Seven screens Friday night games on a one-hour delay at 8.30pm, arguing that it doesn't want to lose the significant audience and advertising revenue from Better Homes and Gardens, which leads in to the football telecasts.