Radio and television live and die on commercials. Most of the time, at least a quarter of each hour on both radio and TV is taken up by commercials. Radio has suffered a bit because of iPods and other mp3 players that people use more often. In addition, satellite radio has taken away some listeners – although not nearly as many as expected. So, what do you do if you’re in the radio business and you’re trying to compete? One FM music station in Dallas decided to dump all of its commercials and play 58 minutes of music per hour. Advertisers will still pay for “spots” but there will be only one. The company sponsoring the hour will be named at the beginning of each hour. Then the DJ will add in advertorials for the company sponsoring that hour. SouthWest Airlines was the first company to sign up, and it will get a mention at the start of the hour. Then, the DJ will weave some exciting news about SouthWest into his or her broadcast. Keep an ear out for this change.