The aim of the present study is to collect information on how the representation of entrepreneurial subjects on TV can influence perceptions of entrepreneurship and whether and how this could be used to promote entrepreneurship in Europe. In order to meet the objectives set at the Lisbon summit in 2002, which in 2005 were confirmed in the renewed 'Partnership for growth and jobs', Europe has to become more entrepreneurial. In achieving this, the media and especially television could be useful. Audio-visual media, especially television, have the advantage of reaching a broad audience. TV programmes allow conveying directly and vividly what being an entrepreneur could be like. Apart from presenting entrepreneurial life these media can also provide factual information in a way that is interesting and entertaining.