anyone know how to make this effect?

If anyone here watched MuchonDemand or superstar usa and seen their stars in a logo and know how to make that shiny-reflecting effect ( preferably in 3ds-max r3, but in flash or photoshop will do as well) please tell me?

Gonna need more details than that for any kinda decent advice. maybe a pic? surf a little...im sure there logo exist somewhere.

Basic advice:

Usually in MAX its something to do with raytracing or specular highlights (possible glow in post for a softer effects).

In flash, most reflective elements are made by masking a white-transparent gradient and animating it horizontally. Usually the edges of the element arent masked..(the rest of the shape is though) so when you animate it.....you get a shine that flows along the shape.

In photoshop, well you really need to be specific here. A shiny effect can come from guassian blur...a white-transparent gradient.....overlay/colordoge etc.