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Exhibit 4.(a).50



The State of Israel
Ministry of Communications

General License for Partner Communications Ltd. for the Provision of
Mobile Radio Telephone (MRT) Services using the Cellular Method

# Amendment No. 37

By virtue of the powers of the
Minister of Communications under Article 4 (e) of the Communications Law
(Telecommunications and Broadcasts), 5742-1982, that have been delegated to us, by all our
other powers under any law and after having given Partner Communications Company
Ltd. (hereinafter: Partner) the opportunity to present their
arguments regarding this matter, we hereby amend the General License for the provision of
mobile radio telephone (MRT) services using the cellular method granted to Partner on 7
April 1998, as follows:

|Amendment of
Annex M |  | In the Second Appendix, Annex M-
|-------------------- |  | --------------------------------

| | 1. | In
Article 1.1-
| | -- | ---------------

| | After
the definition of Service Provider shall come:
| | ------------------------------------------------------

| | Adult
Voice Promo- The playing or display of a voice or contractual message of sexual
content, including a recorded message, provided through a public telecommunications
installation, either directly or indirectly, and the said message intends to relay
information regarding the service that will follow the message or encourage use of it, as
long as there is no additional charge for the playing or the display of the message
besides the cost for the call that is charged through the telephone bill.
| | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

| | For
this matter, indirectly- including a connection from the terminal equipment
of the Subscriber as a condition for the provision of the Adult Voice Promo.
| | ---------------------------------------------------------------------------------------------------------------------------------------------------------------

| | 2. | In
Article 4-
| | -- | -------------

| | (a) | Article
4.1 shall be marked as a, and afterwards shall come:
| | --- | --------------------------------------------------------------

| | b. | If the Ministry of Communications should notify the Licensee that an Adult
Voice                Promo is being provided through a telehone line on the Licensees
network                and the access to it is being provided not through a service
number, the                Licensee will disconnect the said line, or shall block the
line for incoming                calls.
| | --- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------



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| | (b) | In
Article 4.2, instead of the words Article 4.1 shall come           Article
4.1a.
| | --- | ---------------------------------------------------------------------------------------

# Commencement

| | 3. | This
amendment shall be effective as of 28 December 2006.
| | -- | ---------------------------------------------------------

(29 October, 2006)

| | (sgd)
Mordechai Mordechai  Director-General | (sgd)
Haim Giron, Adv.Senior Deputy Director-General,Engineering and Licensing
| | --------------------------------------------------------- | --------------------------------------------------------------------------------------------



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