2.10. Private media houses operate efficient and professional businesses. Analysis: Those that are operating are, to a certain point, efficient and professional. There are those that try hard to be both (efficient and professional) while others do not. SCORES: Individual scores: 3; 3; 2; 2; 3; 3; 2; 2; 2; 3 Average score: 2.5 2.11. State print media outlets operate as efficient and professional businesses. Analysis: This statement is a paradox. The state media, obviously, is subsidised with the tax payers’ money. The problem is that the subsidy is not enough. SCORES: Individual scores: 1; 1; 1; 1; 1; 1; 1; 2; 1; 1 Average score: 1.1 2.12. Government does not use its power over the placement of advertisments as a means to interfere with media content. Analysis: The government does not use its power through the attribution of advertising contracts to interfere in the content of the media. In general, a certain diversification in placing State advertisements in almost all media is visible, although there is a predominance of advertising in the “Notícias” newspaper given the perception of many of government leaders that it is the largest newspaper with the widest readership. SCORES: Individual scores: 5; 5; 5; 4; 5; 5; 4; 4; 5; 5 Average score: 4.7 2.13. The advertising market is large enough to maintain a diversity of media outlets. Analysis: On the side of the companies and entrepreneurs that operate in Mozambique there is no advertising culture. When the companies and managers advertise their products and services in the media they think they doing it for charity. With the new Procurement law, advertising in the media is increasing but it is not correct to say that the advertising market is sufficiently large to maintain the diversity of the media environment. The “Notícias” newspaper continues to benefit from the largest share of advertising in the market. SCORES: Individual scores: 1; 2; 2; 1; 2; 2; 2; 1; 1; 1 Average score: 1.5 Average Score Sector II: 2.2 So This Is Democracy? 2007 -183- Media Institute of Southern Africa