4.4 Prospective bidders may be reluctant to compete against an incumbent service provider. The Authority must satisfy itself that there is effective competition and be proactive in encouraging prospective bidders. It should actively support the Project Company in making a market by ensuring that the competition is advertised widely in appropriate media such as trade journals and, where necessary, assuring prospective bidders that the competition will be fair and transparent. Prospective bidders may be more likely to consider a competition fair when an ITPM is engaged.