If the media is owned by only a few groups how can you escape their grasp?

I was learning in my management class how the media is controlled by like 6 groups, and what we see on tv is what they want us to see, which makes me wonder is their really anything that doesn't benefit their cause in some way or another.

All of the books that come out and magazines that are supposed to support free thinking, could just be some of the things that the big groups let out to keep the citizens that want to "rebel" in check.