Sky Sports has confirmed that it will not run adverts during its broadcast coverage of Formula 1 races next year, and will instead limit them to the pre and post-race show.
The broadcaster announced on Friday morning that it will screen every race, qualifying and practice session of the 2012 F1 season live while BBC Sport will scale-back its coverage to include just half the races.
Adverts became hugely unpopular with UK television audiences when F1 switched from the BBC to ITV in 1997, and a number of key moments during races - including Damon Hill taking the lead of that year's Hungarian Grand Prix in an Arrows - were missed as a result.
A spokesperson for Sky Sports told AUTOSPORT: "We won't have adverts while the races are running. We know they were very unpopular in the past and we don't have to go down that route."
The broadcaster has no plans to introduce a 'pay-per-view' scheme for races, meaning that fans will have to purchase a Sky Sports package and pay from £31.95 per month for it.
Sky Sports News, which is available on all Sky packages without the need for a Sky Sports subscription, will feature pre and post-race analysis in addition to that broadcast on Sky Sports.
Everything broadcast on Sky Sports will also be available online and via mobile and tablet.
BBC will continue to show highlights of each race it does not broadcast live.