 The Minister for Communications, Dennis Nocton, recently proposed to relax radio advertising caps to allow radio stations to broadcast more than 10 minutes of advertising per hour. In light of this announcement we spoke to professionals and experts in the industry as well as radio listeners to ask their opinion on the matter. I would have a lot of faith in the standard of radio and our standard of broadcasting so I think you know the producers are going to be working hard to try and keep the balance between actually funding the shows and letting the presenters keep the flow of the actual show itself. That's going to be the big problem of trying to keep the balance between the two so by increasing the time yeah it's going to impact the show but there's going to be a lot of people working hard to try and keep the standard of the show the same. The people are keyed in and they're listening than one or two extra minutes. I don't know that that would make a big difference and of course I would expect the broadcasters and to compensate for that by offering more engaging content. I know there's a fair number of people who at least for music radio think that there is already an overwhelming amount of radio advertising. It's tough to say I mean obviously they would probably be unhappy with the news but whether or not the actual increase would have any particular effect on people's listening habits I'm not sure. The afternoon show with Carl James on Midlands 103. It is Carl James here from The Afternoon Show on Midlands 103. Effective advertising makes people remember your name. Advertising around special events like GAA matches are key to both radio and the advertiser. There's a guaranteed audience and it's an easier sell for the station. Increasing the time per hour on these occasions would both win new advertisers plus reduce the chance of offending key clients by refusal. Bring in the new flexibility rule and help prevent further breaches. Remember the overall cap of 15% between 7 a.m. and 7 p.m. remains so everyone's a winner. So by increasing the space of advertising times that means there's more income going into radio stations which means they can actually do more with the money they get for example spin might be able to fuel the cars more to go out to more places or it could help them buy new equipment let them do more things and in the end 30 seconds longer of advertising might increase like how good the quality is of their shells. At the radio days conference in Dublin this week the minister confirmed that he is considering an offer from the IBA to change the 10-minute rule. Zoe Rhine DC TV News