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Once 15 separate companies offered unique programmes and bartered for airtime and slots.
It's a big story that gets more airtime and column-inches than almost any other overseas posting.
The firm, which provides mobile airtime services to more than half a million mobile phone users, currently employs more than 500 staff.
The law requires that television stations provide free airtime to candidates, and ratings for these advertisement blocks rival the World Cup.
It would also be in dire trouble if regulators relaxed constraints on the mobile market about supplying airtime to competitors.
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