Explaining the Star Shift in the Media– Why “Manufactured” Celebrities are More Lucrative than “Self-Made” Superstars

Egon Franck and Stephan Nuesch

No 57, Working Papers from University of Zurich, Institute for Strategy and Business Economics (ISU)

Abstract: Media companies enjoy increasing marginal returns if more customers watch a program. The viewer drawing capability of stars serves as a prominent instrument to increase audiences. However, lately there has been a significant shift in the kind of stars employed by the media from “self-made” superstars to “manufactured” celebrities. Our paper analyzes this trend exemplified by shows like e.g. Pop Idol and explains its driving forces by comparing the abilities of different kinds of stars to generate and to capture value.

Keywords: Star attraction; superstars; celebrities; Pop Idol; media (search for similar items in EconPapers)
JEL-codes: D31 J44 L82 (search for similar items in EconPapers)
Pages: 24 pages
Date: 2006
New Economics Papers: this item is included in nep-cul
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http://repec.business.uzh.ch/RePEc/iso/ISU_WPS/57_ISU_full.pdf First version, 2006 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:iso:wpaper:0057

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