Reality shows a cash cow for celebrities

Actor Deng Chao. [Photo/IC]

Bring stars to earth

Facing the increasing celebrity craze in reality shows, the State Administration of Radio Film and Television of China (SARFT) issued an official notice for the industry last month, criticizing the current overvaluation of entertainment stars.

"The idea of relying on celebrities to boost rating is problematic and must be abandoned. 'High paid, high cost' working style should be wiped out," said the notice, stressing that TV programs should not be a platform where production parties compete for entertainment stars and show off their wealth.

The move has been widely interpreted as a signal to normalize celebrity payment and a call for originally-created TV programs with better quality and more down-to-earth 'middle-class hero' values.