AFL boss Andrew Demetriou says the current war of words between the league and the players' association will have no impact on the new collective bargaining agreement.

No sooner had the AFL signed off on the new $1.253 billion TV rights deal on Thursday than the players went public with their demands for a fixed percentage of up to 27 per cent of major income.

Demetriou - a former AFLPA chief executive - slammed that approach as "lazy business" on the weekend.

But he was in a more conciliatory mood on Tuesday, acknowledging again that the players deserved a considerable pay-rise.

The new CBA for 2012-16 must be signed off by June 30.

"I don't think any of the media commentary, anything I say publicly or anything Matt (AFLPA boss Matt Finnis) says publicly or players say publicly has any bearing on the outcome. None whatsoever," said Demetriou.

"At the end of the day our view is consistent, it's the AFL Commission's view that the players should be looked after, as they should.

"We've got to look after our clubs as well, we've got to make sure we get the balance right between our clubs, our players, what we need for grass-roots and to reinvest back into the community.

"And we'll do that as we've always done - in good faith, because that's how we do business."

AFL football operations general manager Adrian Anderson is playing the lead role in negotiations with the AFLPA, with Demetriou to join in when necessary.

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