The AFL have delayed the start time of the round 14 clash between unbeaten sides St Kilda and Geelong to suit a live television broadcast into Melbourne.

The July 5 match at Etihad Stadium will now start at 3.10pm (AEST), an hour later than originally scheduled, with the Seven Network to broadcast it live.

Normally Seven show their matches on a delayed telecast.

The AFL had sought to have the match shifted to the MCG, given it holds more than 100,000 spectators, compared to about 53,000 at the smaller venue.

But Etihad Stadium management were unwilling to allow the move, in another sign of the frosty relationship between the two parties, who are fighting over sponsorship and stadium deals.

AFL chief operating officer Gillon McLachlan said the move to a live telecast would enable the widest audience possible to see what is certain to be a sellout match.

"It's a terrific example of the AFL and our broadcast partner working together to put our fans first," McLachlan said.

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