Some 58 per cent of non-entrepreneurs thought more positively about entrepreneurs in general because of TV coverage, while 51 per cent were made more aware of entrepreneurship as a career through the media, according to a report from the Department for Business, Innovation and Skills.

The report, which re-surveyed 1,250 respondents from the GEM UK 2009 Adult Population Survey, finds that 45 per cent of those who are not entrepreneurs have watched television programmes in the last 12 months that demonstrate how to start or run a business.

Some 40 per cent say the programmes show the practical steps you need to take to establish a new company.

Among entrepreneurs, 66 per cent believe that the depiction of entrepreneurs in the media has become more positive in the last ten years.

Business and enterprise minister Mark Prisk says, ‘The media has such an important role to play in creating a positive image around entrepreneurship and starting your own business. It is very encouraging to see such a dramatic shift in recent years. I hope this trend continues.’

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