It is the brash upstart on the Israeli media scene with money to burn and already with a reputation it's trying to shed. Israel Hayom, a free newspaper that for the first time has stormed to the front of Israel's circulation battle, is such a strong backer of the prime minister that its critics call it "Bibiton" – a play on the nickname of Benjamin Netanyahu.
In addition to the editorial line, the impression is compounded by the fact that founder and financier, the US Jewish billionaire Sheldon Adelson, is one of the premier's close friends.
But critics fear that the tabloid spells doom for a free media in Israel. They say the newspaper has a clear political agenda to support Mr Netanyahu. And the bottomless pockets of Mr Adelson, 76, presents a threat to the survival of his competitors and the wider issue of free speech that thrives in a diverse media.
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