In fact one of the traits of any real person of knowledge in Islam, aka scholars and their students, is that they never claim to be experts and in fact refuse to accept titles like" Sheikh" and the likes. And they concentrate there dawah on things that benefit Muslims more like the importance of Thawheed, how essential it is to seek knowledge, how best to worship our Lord in accordance to the Quran and Sunnah, and the terrible evil of extremism. Go to any of these people and try to ask them "do you think Sharuk Khan is a Muslim" and he/she will give you a good telling off asking you how will this knowledge benefit you on the day of judgement and how will it help you better your Islam!
It's these media loving "personalities" not scholars, who instead concentrate so much on sensational topics,movie-stars , sports stars, etc and go about issuing fatwas on the likes(which incidentally they have no true authority to do so)whilst many people around their land don't even know the basics of Islam like how to pray correctly according to the Sunnah.