Media star system in Television

Media Star system is a commercial means which appeared in the early 20th century in Hollywood. The main purpose is to emphasize the actor mainly, but put the film itself or other elements in a support position, in order to get more viewers and financial interest.

It runs with stars as the center, using script writing, creative lyrics, costume design, marketing, promotion as well as advertisement to support it, in order to make the stars become the focus of attention of the public, and use the influence of the stars to attract more consumers.

Along with the fast growing in the TV media today, TV presenters and journalists not only exist in television programs, but as individuals showing up in the public attention, their programme style, image characteristics, personal life have all become the focus of public attention. This is because the public have a natural interest and concern with celebrities or the stars.

According to this trend, many media organisations pushed the anchors and reporters to the front stage, packaging them in the same way as packing singers, film stars and so on. They trained them to make them have a fixed and special programme style, by which they’ll obtain their own loyal groups of audience.
The media star system also helps the media have a distinct personalization feature, which would benefit the media in strengthening the brand image in order to enhance competitiveness.

Phoenix Satellite TV has taken the first step in establishing the core image of the columns and creating competitive strength in taking media star system.
The audience remembered a series of TV programs, such as "Luyu talk show"," Qiang qiang san ren xing "," Xiaoli looking at current affairs", through Chen Luyu, Dou wenchao, Wu Xiaoli, who have different styles and distinct personality.

Moderator CCTV trained a number of well-known presenters, such as NI Ping, ZHAO Zhongxiang, Zhu Jun, LI Yong, Cui Yongyuan and Wang Xiaoya, who have become the spokesmen for these gold medal column as "Zhengda Arts," "Animal World", "Artistic life." "Lucky 52", "Happy Dictionary" and so on.
Their achievements to the programs and also television have build core competitiveness for the media organisations.
There is still a long way to go for China's TV media on how to compete with other media organisations in the world market. And what we have to work towards is how to create more and stronger media brands.