A new scheme to slash the number of advertisements at a London radio company has been launched - and looks set to be assessed for Birmingham's BRMB next year.
GCap Media launched the 'ad-lite' scheme last week as part of a project to revitalise its ailing flagship Capital FM operation.
It has revealed the station would never play more than two advertisements in a row as part of a "groundbreaking policy" aimed at halving the amount of time spent on commercials during the day.
The company announced the scheme last month in response to listener feedback after the station's audience figures fell to 1.8 million from 2.9 million in 2001.
At that stage GCap said: "Our plans for Capital FM represent the first steps in our plans for revitalising the network's key stations including BRMB."
And a spokeswoman said a wide-ranging review of Capital's performance was under way - including the amount of chat and the number and style of the songs.
The Birmingham Post understands that if the reduced advertising policy succeeds, bosses would consider rolling it out for BRMB.
However, numbercrunchers will be assessing a series of industry RAJAR figures and a formal announcement on the plan's long-term future could be as far away as next July.
A BRMB spokeswoman said the progress of the London initiative was being closely monitored in Birmingham.
And a GCap spokesman said "BRMB is certainly one of our most significant stations."
It was too soon to say if the advertising initiative would be extended but "the feedback we have had from the industry and listeners so far is positive, "he said.
Last month GCap also announced plans to combine and rebrand its analogue
Capital Gold radio services -including its Birmingham-based operation - with the national digital station Life.
It also planned to sell off nine further stations, none of which are in the Midlands.
GCap shares at that stage slumped 18 per cent after it said it did not plan price rises to compensate for the reduction in advertising, meaning that revenues from the station were likely to be £7 million lower than a year earlier.
The group also warned of continued tough advertising conditions Chief executive Ralph Bernard described the results as "extremely disappointing" and said management planned firm action following a root-and-branch review.
GCap has also undertaken major research into the type of music listeners want played on Capital FM.
And, earlier this year, BRMB launched a new £350,000 marketing drive to boost its listener numbers by updating its playlist to include a more contemporary pop-rock output.
BRMB promoted the new music with a series of lighthearted prime-time TV advertisements which aim to drive home the message "there's always a better song playing on BRMB".
The advertisements showed genuine members of the public having a laugh with the fictional DJ Ali as he tests out songs at landmark city locations. ..SUPL: