SHOPPERS may be more used to hearing the Jubilee Clock chime, but it could soon be revealing where to get the hottest bargains.

The timepiece, also known as the Millennium Clock, is at the junction of Canal Walk and Regent Street.

Visitors to the town centre at Christmas may have heard it playing Christmas tunes on the hour.

But the latest plans could see the clock delivering advertising for companies.

Town centre manager Bernie Maguire said: "We are currently doing some trials with the Millennium Clock with a view to offering advertising in the future."

The four-faced clock, which cost £50,000, was commissioned to commemorate the Queen's Golden Jubilee in 2002.

It was designed by local artist Edwin Wright.

And it was sponsored by Blick Time Systems, which provided the mechanisms, and DPDS Consulting Group, which over saw the construction.

Originally, officials had proposed to have a traditional, four-sided brick clock in the location at the pedestrian crossroads but decided it was more appropriate to have a modern design.

The clock already has the ability to speak, and many people will recognise the voice, as it is Jez Clark from GWR FM.

The timepiece has always attracted controversy but in August 2003, just eight months after it was officially opened by Prince Phillip, the clock was in the news again after one of its hands fell off.

It took three days for the hand, which was on the face that points towards Debenhams, to be repaired.

And for more than a month it showed the time as being anything from 30 minutes fast to 30 minutes slow.

However, the other three faces managed to keep perfectly synchronised time.

It has since been adjusted and now keeps perfect time.

On Valentine's Day 2004 there was a romantic feel around the clock as it played love songs all day.

And as it was a leap year it did the same on February 29 in case any girl wanted to pop the question to the man in her life.