They argue that the policy, which was introduced in December 2005 and involves a commitment to limit the amount of advertising in the schedule, has not driven audience growth but is leaving advertisers frustrated at the lack of ad slots available.
Jonathan Barrowman, the head of radio at Initiative, said: "Two ads in a row hasn't worked - it's not driven an increase in audience and, from a revenue perspective, demand is outstripping supply."
Fru Hazlitt, the managing director of GCap London, has admitted that GCap may review the "two ads" strategy sometime in the future.
Simon Daglish, the sales director at GCap, said: "This is a constantly changing business and we are reviewing things all the time. We have no immediate plans to change things, but it would be silly to say that we never will."
- Media Forum, page 12.