AAP, with a staff reporter
Ten Network chief executive Hamish McLennan says the broadcaster is not likely to bid for broadcast rights to the upcoming summer and winter Olympic Games.
Mr McLennan said a lower price would be the only way to lure Ten back to the table.
"At this point in time it looks unlikely - the only thing that would change it would be price expectations," he said.
Australia's three major free to air networks have reportedly all walked away from bidding for the rights to broadcast the 2014 Winter Olympics, taking place in Sochi, Russia, and the 2016 Summer Olympic Games, being held in Rio de Janeiro, Brazil.
The Nine Network's costly experience showing the London 2012 Games is behind the broadcasters' hesitation.
Mr McLennan said the losses on Games broadcasts had made the rights "a little unpalatable".
"It's a real issue in terms of those people selling the rights versus the purchaser of those rights - there's just a big gap between what represents economic value," he said.
"We all know the state of the industry and our long-term view is that free to air is a good viable industry but I don't think any company is in a position these days where it can lose tens and tens and tens of millions of dollars."