Jobs go in radio stations shake-up

But the group was quick to stress that the job losses in its Century Radio operation in the North-East won't be too severe, with only about two positions being lost.

Elly Smith, head of press relations for the Capital Group, said: "We are currently going through a restructuring process to make us the whole group stronger. That is leading to about 20 jobs being lost from a national workforce of around 1,000.

"At this moment, we anticipate that only two jobs will be lost in the North-East."

Capital is centralising its regional sales operations on three sites. One in London, one in the Midlands and another in Manchester, which will be responsible for Century's operations in the North-East and Scotland.

Mrs Smith said: "This change in our regional strategy will allow us to focus on our whole brand.

"While the restructuring will see some positions lost, it will lead to the creation of many new roles."

All the staff at a regional level will be given the opportunity to apply for the new positions. In the North-East it is anticipated that about 11 staff will be applying for nine positions.

But Mrs Smith stressed the restructuring would have no effect on the output of each of the radio stations, and the listener would notice no difference.

She said: "As far as the listeners are concerned it will be business as usual. There will be no change to what they hear.

"Each station will continue to have its own local management team, but there will be a centralised operation for advertising."

She continued: "This restructuring is all about strengthening our core brands.

"Our research has revealed that 76 per cent of advertising is now done through national agencies and Century has to react to that change in order to strengthen its own operations."

She added: "While all local advertising will continue to be done at a local level, national campaigns will be handled from the new regional centres, helping to strengthen the Century and Capital brands."