STEVE Sly has vowed to put the fans first in the new Dean Court regime, starting with a cut in season ticket prices.

Sly and Jeff Mostyn will take control of the club following a board meeting on Monday after their proposals were unanimously approved by Cherries shareholders.

A lifelong Cherries fan and associate director, Sly is aiming to reach out to fans and increase the number coming through the turnstiles.

He said: "I started as an 11-year-old on the old South End and having come from the terraces I know what fans want to experience.

"Fans want reasonable prices, good access to the stadium, and they want to be treated with respect.

"I want to improve things for the fans and that is my priority. They are the people who pay the wages.

"I firmly believe that although we have made our investment, we are just being given the right to run the club better.

"It is important for the fans to know we can't buy this club as it belongs to them.

"I am proud to be given the chance to try and change things for the better."

Sly said they hoped to make an announcement on a fall in season ticket prices for the 2007-08 season in the next "eight to 10 days".

He said: "We are very keen on reducing season ticket prices and there will be initiatives to bring families to the stadium."

Sly was also keen to shift the focus back on to the pitch after the protracted takeover negotiations and subsequent approval.

He said: "It has been a long hard battle and we are going to give it 100 per cent.

"If we can see improvements off the pitch, hopefully we can see it transferred on the pitch."