David Dinsmore, editor of The Sun has apparently had a sit down with the Football Association this week to discuss the issue of Twitter and Vine users sharing goal clips, recorded straight from television.
Those videos pose a clear threat to The Sun's exclusive rights to Premier League goals clips, which News UK paid £20m for.
The Sun puts goal clips online within eight minutes of the ball hitting the back of the net. But Vine users are considerably quicker than that.
Dinsmore, who said "I don't think Vine existed when we first bid for the football rights", met with FA boss Richard Scudamore on Monday and told Scudamore "we have to sort this out"
Dinsmore said Twitter also has a role to play in helping media owners protect their rights. "Twitter has to step up, they own the platform," he said.
Dinsmore was speaking to bloggers and journalists at News UK's London headquarters, a meeting at which he claimed the paper had more than doubled its number of digital subscribers in the past year.
There are now 225,000 subscribers signed up to The Sun's digital offering, with the majority paying £7.99 per month. Quarterly and annual subscriptions account for just two per cent. The headline numbers have arrested the decline in total paid sales, driven by an eight per cent fall in paper sales, to just a two per cent drop overall, said Dinsmore.