MARK Williams was certainly known as a straight shooter in his time as a player and coach in the AFL and the premiership winning coach hasn’t missed his current target.

Williams pointed his anger towards former players turned media personalities, saying their “expert” opinion has no real foundation, given their lack of experience away from the life of an on-field player.

“They leave school at 18, they go and become footballers and might stay for 10 years. Then they become experts in football. What is this?!” Williams told SEN radio.

“Experts maybe in their position where they played, but all they do is rehash all the stuff that the coach has told them.

“They don’t have any opinion themselves and 99 per cent of the time, it’s not based anything more than what they feel at the time.

“They haven’t managed people, a lot of them haven’t been in leadership positions, and they certainly haven’t ever coached one player, or taught one player how to do anything.”

While Williams did not go into any detail as to which media personalities he was referring to, the collective group has not missed his wrath.

The Collingwood life member said that former players should get some perspective from their own careers, before being critical of current AFL stars.

Williams even says some of them are inflating their own talents well into retirement.

“I hear some of them talking about how they need to get in harder, and I go, ‘wait a minute, I remember you as a player mate and there is no chance that you ever got a hard ball get’, so stop teeing off,” he said.

“It’s a bloody lot harder playing than it is sitting in the commentary box having a crack at players.

“Some of them are older players that might prance around like they were really tough players … well good luck to them.”

Williams himself is making a transition into the media game, having taken a break from coaching at the AFL level.

The ex-Collingwood and Brisbane player said it was not an avenue available to him in his time as a senior AFL coach and senior assistant at Richmond.

“I was banned by Richmond,” Williams said. “They wouldn’t let me go on any TV. I think they just wanted to keep Dimma (Coach Damien Hardwick) over one side and everyone else behind bars.

“Having had some fun with the press over the years it was good to get back there.”

But he did receive some much needed advice from his family before turning out on Channel Seven’s coverage at the weekend.

“Don’t go head to head with these guys, they’ll rip you apart,” Williams explained.