The boss of Channel Seven, Tim Worner, would like to see more goals in the AFL and has suggested that the game be reshaped to allow the players to play with more freedom.

Worner, the chief executive of Seven West - arguably the AFL's most important partner - called for "beauty'' to be brought back into AFL football and expressed hope that closer games in the remainder of the season would boost the ratings that had fallen this year.

Worner, who has served on the Sydney Swans' board, quoted legendary NFL coach Vince Lombardi: "Get out of the way and let the players play'' - a sentiment that the AFL's new football boss, Steve Hocking, appears to endorse as the AFL weighs up potential changes to ease the congestion around the ball.

Star power: Lance Franklin is a ratings drawcard. Credit:AAP

He added: "I don't think we're getting out of the way. We're getting in the way.