Bournemouth have told Aston Villa they will have to pay £20million to sign Josh King in this window, Football Insider understands.

The Villans are in the market for a new centre-forward ahead of the new Premier League campaign and have registered their interest in the Norway international after the Cherries’ relegation.

A recruitment source has told Football Insider that Bournemouth are demanding £20million for the 28-year-old striker after he entered the final year of his contract at Dean Court.

Villa are also still pursuing a deal for Brentford star Ollie Watkins but the Bees are demanding £25million for his capture after he netted 26 times across all competitions last season.

As revealed by Football Insider, Dean Smith’s men are willing to pay £20million-plus in total for the 24-year-old, although they are not wanting to match Brentford’s valuation.

It is understood that negotiations are set to continue between the two clubs but the Villans have turned their attention to King as a possible alternative.

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No bid has yet been tabled but the Midlands giants are weighing one up ahead of the new campaign.

The 48-cap ace has scored 48 goals in 161 Premier League appearances and has proven his versatility by playing in a variety of attacking roles.

However, he was not prolific in attack last season with just six goals and four assists to his name in 26 top-flight games.

Villa could bring in two new strikers after their struggles up front last season, although they already have Wesley Moraes, Mbwana Samatta and Keinan Davis on their books.

The Brazilian finished the season as the top-scoring centre forward last term with six goals under his belt across all competitions.

In other Aston Villa news, Darren Bent has given his reaction to another £20million transfer breakthrough.