New Scottish Premier League chief executive Neil Doncaster knows all about the trauma of seeing a lucrative television deal go up in smoke.
He was a year into his tenure as Norwich chief executive when ITV Digital infamously went bust back in 2002.
However the 39 year old has insisted the collapse of the Setanta television deal need not spell disaster for top-flight clubs.
Doncaster insisted English clubs bounced back from the ITV Digital debacle and he is certain the SPL can do the same.
He told Press Association Sport: "It was a difficult time but the clubs got through it at that time and I think they're stronger for it.
"If I were concerned about the prospects of the SPL, I wouldn't be here.
"I'm not concerned; I'm very excited about the prospects and the challenges ahead."
He added: "I think everyone at the moment, throughout the whole world - let alone football - has challenges.
"Football is not immune from those at all and I understand from a club point of view exactly what they're going through.
"I've been through that with Norwich City for the last number of years."
Reports claim the joint bid from Sky and ESPN is around half of what Setanta were prepared to offer.
Doncaster is concerned that the SPL does not sell itself short.
"I think the quality of the product is not in doubt," he said.
"I think that the SPL has a great standing within Europe. I'm very excited about the prospect of the SPL and if I weren't, I wouldn't be here."