Its major competitor, RTÉ, broadcast Century over their transmitter network without claiming their fee, which was repeatedly reduced in the hope of actually receiving payment.
After their IR£1 million offer for Gay Byrne was turned down, they tried unsuccessfully to poach several other personalities from the national broadcaster, although they did secure the services of leading Radio 2 DJ Marty Whelan as breakfast presenter.
Century's sports service proved popular, with Capital Gold's live football commentaries relayed on Ireland's Scoreboard on Saturday afternoons.
The Government of Ireland tried a number of measures to assist Century, including Ray Burke's imposition of a cap on the maximum amount of advertising RTÉ could carry.
In November 1991, with Century's losses reaching £7 million, its major shareholder Oliver Barry sold off his 28% stake in the company, leaving Capital Radio as the main investor.