There seems to be a push with certain people to make them celebrities, make them 'happen'. (I'm not here talking about reality people)
I noticed it with Ore Oduba after he won Strictly, when he was on everything and now we don't see much of him at all.
For example the actress Emma Corrin, who I have never seen act in anything but came to my notice in the papers years ago when she joined the Crown (still not watched that) but she's in the Daily Mail all the time, trying to make her a 'star'. I can't imagine she's on anybody's radar, correct me if I am wrong.
Now it is the traffic reporter from Scott Mills' breakfast show, Ellie Brennan who seems to be on everything and getting a lot of exposure.