of handshake events, where fans have the opportunity to shake hands, take a photograph, and speak briefly with the idols. AKB48's business model created more opportunities for fan interactions with their "idols you can meet" concept. An example of this are their elections, where fans can vote for their favorite member, thereby including the fans directly into the members' individual success. Because idols share an intimate relationship with their fans, fans may feel "betrayed" if idols reveal unfavorable parts of their personal lives that are different from the image they present, or break the illusion that they are there exclusively for fans. Impact Economic Idols often appear in advertising, with 50-70% of commercials in Japan featuring an idol. The "CM idol" business model, conceptualized by advertising agency Dentsu in the 1980s, uses idols' public image as a marketing asset. As the career of idols are dependent on their image, contracting offices create their image based upon trends in the market and with the intent of generating as much revenue as possible. Along with promoting products, commercials are also a cross-platform to promote idols at the same time by keeping both brand and idol product in the forefront of the consumers' minds. Pitches for commercials are often made with a specific idol who matches the company's image in mind. Idols contracted to particular brands are expected to uphold the brand's image and may not work for competing brands or networks; the agreement extends to magazine advertisements, online videos, and appearances in dramas. Idols may also provide the music or jingle for commercials. The idol industry makes approximately $1 billion a year. Media Beginning in the 1980s, companies would compete to secure contracts for idols in dramas, which led to the current four-season television cour in Japan. Variety, talk, and music shows also became popular, in part for featuring idols as guests or the stars of the show. Anime and video games The idol industry has crossed over to anime and video games. Using a media mix strategy, various multimedia projects have used fictional idols to market Japanese pop culture and music. The series Creamy Mami, the Magic Angel was the first notable anime series to use a media mix marketing strategy, where Takako Ōta would provide the voice to the main character and portray her at music events; the series was used as a vehicle to launch her singing career. The