It is often argued that high media concentrations (supply of media being dominated by a few firms in the industry) have an adverse impact on pluralism i.e. there is a negative correlation between extent of market domination and the levels of media diversity. However, the relationship between concentrations of media ownership and pluralism is not as simplistic. It does not consider the possibility that large organizations may be in a greater vantage position, compared to their smaller counterparts, to engage in product innovation and to add to the range of media output thus facilitating pluralism. The implication is that, that concentrated media ownership could well be conducive to pluralism. The paper sheds light on the issues relating to media concentrations and pluralism in general, and how media concentrations arise and the determinants of media diversity, in particular.