Botswana often is not yet up to scratch. Generally, the private media outlets do not have any choice but to operate efficiently if they are to continue to survive in a small market. All media houses are trying hard to diversify sources of revenue instead of depending on advertising only. In the future they will need to invest more to keep their businesses afloat. More market research is needed in order to establish whether pricing levels are competitive. They could also do more to train their own people in management and leadership and become more creative in developing their production and editorial capacity. SCORING: Individual scores: 4, 4, 3, 4, 5, 3, 3, 3, 3 Average score: 3.6 2.11 (2005 = 3.2) State print media are not subsidized with tax payers’ money. ANALYSIS: The government-owned Daily News is still fully and directly funded by the government. SCORING: Individual scores: 1, 1, 1, 1, 1, 1, 1, 1, 1 Average score: 1.0 African Media Barometer - Botswana 2007 (2005 = 1.0) 25