Ordinarily competition is between companies who are after increased consumers for their airlines or retail stores. Here is an example of its use in the global television industry.
Cynics (such as me) may even suggest that this is a way to influence the popular Islamic masses by propogating the messages in a form that is easily understood, to head off, firstly, any signs of ignorance, and secondly, to send a Western point of view on many issues that would ordinarily be a free hit to those sympathiesers of the Islamic cause.
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