Of course other clubs need the money.
The underlying problem is that many PL clubs are having their otherwise unsustainable businesses propped up by TV money. Ayres' point (and he did not express it well judging from the quotes I have read) is that TV rights are the property of the club playing at home. The more popular clubs are subsidising the others because of the PL TV revenue sharing arrangements. That is they do not get the full benefit of the TV rights to their home matches.
Let us examine Wigan. Last season they received about £41M in PL TV money. A generous estimate of their home matches value is about £10M. That value arises from their games vs ManU, Liverpool etc. There is little or no value in their matches vs Blackburn etc. Thus the more popular teams in the PL are subsidising Wigan to the tune of £30M per year. Much the same arithmetic applies for Blackburn, Bolton, WBA, Fulham, QPR and others.
We have a situation where the more successful businesses in a market are heavily subsidising their direct competitors. This would not be considered acceptable elsewhere. Its a ludicrous idea. Take pubs for example - a levy on successful pubs in order that the unpopulated dump of a boozer down the road stays in business. No sane person would support that idea.
The sole defence to the current arrangements is that it keeps the lesser teams relatively competetive thus ensuring the health of the PL and consequentially enhancing its marketability. There is some merit in that argument. But the Spanish analogy does not support the theory. Barcelona and RM get the lions share of TV money (they have recently agreed a modest reduction) and are the sole credible candidates to win La Liga but the TV rights for the league remain valuable. What happens is that the viewing numbers for the leading pair of clubs are very high (I understand that about half of the Spanish TV viewing audience consider themselves supporters of one or other of the two leading clubs. Of course they are deluding themselves - if they were supporters that is what they would be doing - attending matches rather than sitting on sofas) and the numbers tuning in for Villareal vs Mallorca, for example, remain low. Overall, the aggregate viewing numbers are satisfactory, at least, to the TV companies concerned plus their advertisers.
A partial solution to the problem is to allow the PL clubs to sell their home TV rights for whatever they can get. Wigan etc then become completely unviable businesses and are soon relegated. That in itself does not improve the competetiveness of the PL because they would be replaced by two or three equally unviable teams. The solution to that is to reduce the PL to 16 teams. Far too much PL football is played (to the detriment of contenders in the CL and to the disadvantage of sundry national sides and it is damaging to the fitness or injury levels of many players) and a reduction is overdue. That is one thing that Ferguson, Wenger and the managers of the other leading teams will agree on. Only Ferguson admits it in public - the others do not because they fear a very negative reaction. Perhaps I should rephrase my "too much PL football is played...." statement above. Too much sub PL standard football is played in the PL. Wigan vs Blackburn is rarely a good standard. It has little appeal - neither team will fill their ground for it and the TV audience is dismal. I propose that the health of the PL would be improved if such substandard fare was partially eliminated.