This research aims to understand how public service media can encourage media entrepreneurship in the society to enrich user innovations as a source of ideas, products, contents, talent and creativity. The assumption is that media entrepreneurs turn users into sources of external creativity and develop user innovations into professional content. This study follows a qualitative approach with a document study of Denmark's public service broadcast and two interviews. Findings indicate that the commitment to quality and professional content prevents managers of PSBs from outsourcing their production to media entrepreneurs, but they trust large media companies as external producers. This research contributes to the field by proposing that public service media can foster media entrepreneurship in a society indirectly and by creating demand for external sources of creativity. Large media companies that are contract-oriented, mediate the process of meeting those demand with media entrepreneurs.