Corrie beats Eastenders for business role models

When it comes to a positive portrayal of entrepreneurs, the public rate Weatherfield's Rita Sullivan better than Walford's Ian Beale, government research reveals. 

According to a study commissioned by the Department for Business, Innovation and Skills, reality programmes like The Apprentice and Dragons' Den have encouraged viewers to think about starting their own business.

But the same cannot be said about BBC One soap Eastenders. More than half of respondents said the long-running show portays entrepreneurs, the most famous of which is serial businessman Ian Beale, in a negative light. A third said the same about Coronation Street, home to Rita Sullivan and her corner shop.

Unsurprisingly, The Apprentice and Dragons' Den were the most popular business-focused shows cited by the public but they differed in terms of start-up inspiration. A third of non-entrepreneurs questioned by the study said Dragons' Den made them want to run their own business, compared to only 18% who made the same comment about Lord Sugar's show. 

When it came to the best programmes which illustrate the practical steps needed to start a business, both The Apprentice and Dragons' Den lost out to Country House Rescue, in which hotelier Ruth Watson works with struggling country mansions. Some 48% said the Channel 4's show provided practical tips compared to 44% for The Apprentice and 45% for Dragons' Den.

In general terms, half of non-entrepreneurs thought more positively about entrepreneurs and were made more aware of a career as a business owner through the media.

Business and enterprise minister Mark Prisk said: "The media has such an important role to play in creating a positive image around entrepreneurship and starting your own business.