A couple of years ago, it was still a general belief in China's online video industry that working with TV stations means greater influence and a better chance of success. But now China's major video websites have already been independently making programs that, with ever growing investments, are as appealing as TV productions and create even more social interest.
Ma Dong, former China Central Television producer and now leading video website iQiyi's content director, calls the period now the "golden time for purely Internet-based entertainment shows".
He told a recent industry forum, hosted by iQiyi, that this is because video websites are becoming more recognized as show producers rather than merely show players, which gives them more credibility to attract sponsorship.
Video websites are also proving to be better at catering to the tastes of younger audiences than TV stations, he says.
Those who watch entertainment programs in China are mostly between 15 and 24 years old, according to CSM Media Research. More than 53 percent of iQiyi's viewers are between 19 and 30.
"The popularity of online entertainment shows is the sign of emerging new values," Ma says. "By new values I mean the way young audiences today view and communicate with the world. Once you know it, you have the say."
According to statistics compiled by media consultancy EntMedia, last year China's five major video websites, including iQiyi, Youku and Sohu, produced and aired around 150 entertainment shows, a 200 percent year-on-year increase.
IQiyi's popular talk show Qipa Shuo, or You Can You Bibi, has achieved an unparalleled success.
The 20-episode show was viewed more than 200 million times and featured as the "talk of the day" many times on social networks like micro blogs.
After a nationwide audition, the show brought together grassroots public speakers from diverse backgrounds and had them debate a given topic - often a controversial social phenomenon - in each episode.
Appreciated for its in-depth approach to social and cultural controversies, the show is also applauded by young audiences for its unrestricted style of expression and its frequent use of Internet-style languages.
"In this way, what the speakers try to say is more straightforward and more appealing. This is the power of Internet-based shows," says Jiang Bin, general manager of iQiyi's program development center.
While traditional media often tries to shape public opinion, Jiang says, "The Internet is a more open platform. It doesn't draw conclusions, nor does it try to educate. It tolerates different voices".
This particular feature of Internet programs is also attracting traditional broadcasters to go online.
For example, Shanghai Media Group, the owner of Shanghai-based Dragon TV, has launched an Internet program production center that makes programs to be exclusively run online. Its first production, a dating show jointly made with iQiyi, is expected to go online in June.
"We hope that TV stations can produce programs that are different from the current crop," says Lin Zhiqiang, deputy director of SMG's Internet program center, who spoke at the same industry forum.
"I hope through working with iQiyi, we'll make cultural products that appeal to the post-1990 generation and even that represent the future."