This chapter analyses sumo wrestlers’ popularity and television’s impact on the sumo world. Traditionally, large wrestlers were considered advantageous, but data analysis reveals that smaller, technically skilled wrestlers also attracted popularity and contributed to gate receipts. Before 1950s television proliferation, sumo popularity depended on direct attendance, favouring large wrestlers’ powerful bouts. However, television enabled viewers to appreciate smaller wrestlers’ technical prowess. Television cameras captured intricate techniques, conveying wrestlers’ individuality and diversity to audiences. Data analysis confirms that post-television proliferation, smaller wrestlers’ relative popularity increased, demonstrating the transformation of the ‘superstar effect’. Television media characteristics changed sumo’s evaluation criteria, creating environments where diverse wrestlers could flourish. This transformation influenced later foreign wrestler acceptance, as recognition spread that diversity enhanced sumo’s appeal. The chapter demonstrates how technological change (television) fundamentally altered traditional entertainment’s value system, offering insights into how media shapes cultural consumption patterns and market dynamics in traditional societies.