Ji lectures to TV audiences the way he does to his students. "The majority of them (audiences) are middle school level - just like my students," he says. "I deliberately tailor my style to cater to their interests."

But not everyone supports Ji's style. Some deride his hyperbole and dramatic ways. But Ji is unfazed. "I bet if Confucius were still alive, he too would choose what I am doing. To merely perform the traditional role of a teacher is to lag behind in this rapidly transforming age," Ji says. "You have to seize the emerging opportunities. What I have done is to occupy the new market where I can maximize my influence as a teacher."

Asked how he felt about his celebrity status, he says he is the kind of person who is "easily brightened with a little sunshine". Having a friend who knows the directors of the Lecture Room program has been his share of this "sunshine". Ji is quick to concede he is very lucky, yet underscores his belief that success only comes to those who are well-prepared in the first place.

Born to a poor family, Ji understood very early the importance of an education and always had excellent grades throughout his school days. Over time, he developed a love for history. At university, he devoured the numerous history books in the library, especially about China's pre-Qin period, ethnic minorities and modern history.

Not surprisingly, the subjects that are most popular with Ji's TV audiences are historical figures of the Qing Dynasty, such as minister Ji Xiaolan and Ho-shen, who used to serve Qing emperor Qianlong, and prince Dorgon, who was one of the founding fathers of the Qing monarchy. "They are seen as controversial figures yet to me they are part of my favorite Manchu minority history."

These Qing Dynasty figures are popular and have been appearing frequently in Chinese TV series in recent years. "From a historical and objective perspective, I think these figures are being distorted," Ji says. "I talk much about these figures, because I want to show the public their true faces."

Ever since his debut lecture, Ji has been continually receiving invitations from TV producers and publishers. He has published more than 20 books about various historical figures and about teaching history to school students.

Till now, Ji has taken part in one film, one TV series and a number of TV shows, and this has attracted a fair bit of criticism.

"I don't like people to pin labels on me, whether it is a 'master' or an 'entertainer'. I am neither," Ji says. "I am, and forever will be, a school teacher. I won't let other activities disturb my career.

"Watching my students grow up and serving as their mentor is what gives me my strongest sense of accomplishment."