A technique used widely in broadcast AM transmitters is an application of the Hapburg carrier, first proposed in the 1930s but impractical with the technology then available. During periods of low modulation the carrier power would be reduced and would return to full power during periods of high modulation levels. This has the effect of reducing the overall power demand of the transmitter and is most effective on speech type programmes. Various trade names are used for its implementation by the transmitter manufacturers from the late 80's onwards.