Reflection of Traditional Media Owners in Public Perception

Due to the fact that the largest Czech publishers have recently become part of the most important and most influential business groups, the aim of the paper is to find out the perception of this fact by the public. The paper also deals with the relationship of economics and business ethics. Within the conducted quantitative research it was investigated whether or not the public has information on business background of various media ad whether or not the public considers the media of interest in terms of shaping public opinion. The qualitative research through semi-structured interviews with selected players focuses on the activity of the media and the need to regulate this type of business. Finally, the recommendations were adopted, based on the results of the field survey.