Avoiding "Star Wars" - Celebrity creation as media strategy

Media companies generally enjoy increasing profits if more customers watch a program. The viewer drawing capability of stars serves as a prominent instrument to increase the audience. The literature distinguishes between two different types of stars: highly talented and therefore ‘self-made' superstars, and famous but ‘manufactured' and thus rather trivial celebrities. Whereas ‘self-made' superstars attract viewers by providing services of superior quality, ‘manufactured' celebrities draw attention by fabricated fame. Illustrating the Pop Idol series and comparing the abilities of superstars and celebrities to generate and to capture value, we show why ‘manufacturing' celebrities is a lucrative business for the media. Avoiding ‘Star Wars’ – Celebrity Creation as Media Strategy Egon Franck and Stephan Nüesch