Li Yong, flamboyant TV host at China CentralTelevision(CCTV).Flamboyant TV host Li Yong has been ranked asChinas mostbankable TV personality, with a projected brand valueof 500million yuan (US$60 million).
Wang Xiaoya, Lis colleague at China Central Television (CCTV)andDou Wentao, who works for Hong Kong-based Phoenix Television,camesecond and third with projected brand values of 340 millionyuan(US$42.5 million) and 320 million yuan (US$40million)respectively.
The annual rating, conducted by World Brand Laboratory,isregarded as an authoritative measure of the value ofChinesetelevision celebrities.
The top 10 most bankable hosts on the list, five men andfivewomen, had a total projected brand value of 2.5 billionyuan(US$312.5 million).
Li has ranked first each time since the launch of the listin2004. Li is the host of programmes Lucky 52 and Dream ofChina,and for the last five years he has hosted the prestigiousCCTVSpring Festival Gala.
For the first time two provincial television hosts,includingSuper Girls host Wang Han, made the list.
Analysts said brand value has been a backbone oftheentertainment, advertising and sports industries fordecades.
Ding Haisen of World Brand Laboratory told reporters thatthepurpose of the ranking is to promote brand awareness andemphasizethe value of popular hosts.
While Lis value seems impressive, it is just 4.4 per cent ofthequeen of US daytime TV Oprah Winfrey, Ding said.
Oprahs show attracts a weekly audience of 30 million intheUnited States, while Li is seen by 50 million.
It shows that we do not pay enough attention to the value ofTVhosts and their brand, Ding said. (Agencies)
: 评估 （编辑：赵露）