Jake King's attempts to change people's perceptions of how he plays his football suffered a setback on Wednesday when the Richmond forward was handed a one-match ban for striking.

King will miss 10th-placed Richmond's crucial clash with ninth-placed Melbourne at the MCG on Saturday.

The AFL Match Review Panel had given King a penalty of 184.35 points and a one-match suspension for a level-two charge of recklessly striking Brisbane's defender Ash McGrath during the first quarter of Saturday night's round-13 clash at the Gabba.

McGrath, who was not wearing a mouthguard at the time, required two stitches for a cut lip.

King pleaded to a lesser charge of negligently striking but after a one-hour hearing, he was unable to get his charge downgraded and he was found guilty of the original level-two charge of recklessly striking McGrath.

His poor record meant the one-game sanction could not be reduced with an early plea.

King had already missed one game through suspension last year and also sat out round one of 2011.

In his evidence to the AFL tribunal, King argued he had been in a push-and-shove match with McGrath in a show of strength.

King said he had consciously tried to move away from his style of play of previous years.

"I'm trying to play good football," the 67-game veteran said.

"I have stuffed up in the past. I don't want to be known as a thug or anything like that.

"I don't remember punching. I don't believe I did punch Ash."

King left the tribunal bitterly disappointed with the outcome.

"I would have liked to have played this week. Hopefully the boys can get over the line," King said.

"I'll be thinking of them."

McGrath said via a telephone link from Brisbane that he and King were grabbing each other and a couple of jumper punches were thrown.

"His fist came up a bit high and caught me on the lip," McGrath said.

The Brisbane backman said he went to King before the first bounce in a show of strength.

"I just wanted to show him who's boss. He's just one of those players who gets under your skin," McGrath said.

King's second suspension for 2011 is a cruel blow after the 178cm small forward was establishing himself as an important goalkicker, booting 19 goals in 11 games this season.

The hearing was postponed by one day until Wednesday because of a death in the King family.

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