20 percent of the newspaper’s revenue at the time. The move was viewed as government’s attempt to use the power of its advertising budget to influence the newspaper’s content. Since then this tactic has not been used again but the experience still hangs over the media as a constant threat. SCORES: Individual scores: 3, 2, 1, 4, 4, 4, 1, 3, 3, 4 Average score: 2.9 2.13 The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: There is consensus that with the declining economy in Swaziland resulting in the closure of many companies, the advertising market is increasingly getting smaller and unable to maintain a diversity of media outlets. Most advertising goes to the Times and the Observer which compete for their slices of the cake. The two magazines struggle to survive. Swazi TV gets most of its advertising from South Africa while Channel Swazi has major problems. In view of the shrinking market, smaller or emerging publications have little chance to access the overall advertising spend. SCORES: Individual scores: 1, 1, 1, 1, 1, 1, 1, 1, 1, 1. Average score: 1.0 Overall score for sector: 2.2 Sector 3: Broadcasting regulation is transparent and independent, the state broadcaster is transformed into a truly public broadcaster. 3.1 Broadcasting is regulated by an independent body adequately protected against interference, particularly of a political and economic nature. ANALYSIS: There is no clear and transparent process for the licensing and regulation of the broadcasting media in Swaziland. A colonial era Posts and Telecommunications Act (60 of 1962 as amended by No. 6 of 1988) is meant to provide for the control of radio activities in Swaziland and also sets out a mechanism for the granting of broadcasting licenses to applicants. The act under which the Swaziland Broadcasting Regulations are promulgated does not set out an elaborate licensing procedure. This act places regulatory powers in the hands of the Board of the Swaziland Posts and Telecommunications Corporation. The Board has the sole authority to issue licenses. So This Is Democracy? 2005 -253- Media Institute of Southern Africa