Letv.com's award ceremony in March 2012. Photo:CFP
Though video websites have existed in China for a decade, they have long trailed TV stations' popularity, in terms of dramas and shows. But now, with the increasing number of netizens logging on, video websites are looking not only to build an audience but also to increase their influence in the media circle.
With more self-produced TV dramas and variety shows currently in the works, leading websites like tv.sohu.com, letv.com and iqiyi.com are launching their own award ceremonies.
Pioneering websites
Iqiyi.com was the first among three leading websites to launch an award ceremony in January 2011, with the second held this year.
Letv.com followed in August 2011, with a second awards ceremony held in March and the third coming up in October. Tv.sohu.com held its first "Sohu.com TV Drama Awards" in January 2012, and the next will take place on August 15.
Each platform has unique features: tv.sohu.com is only for TV dramas, letv.com contains both TV dramas and movies, and iqiyi.com includes dramas, movies and variety shows.
The common superlatives are all included, like best actor, best actress and best picture. There are a few unique features, however. Both tv.sohu.com and iqiyi.com have awards for the most popular web actor and actress, and letv.com awards actors and actresses from the Chinese mainland separately from Hong Kong and Taiwan.
All three websites claim that the process in determining winners is objective, transparent and fair, a contrast to the perceived flaws of some mainstream award ceremonies in China. The latter have been criticized for their unscrupulous methods of determining winners.
Including netizens in the vote is a way for these websites to ensure fair results. According to sohu.com, about a week before the ceremonies launched, Charles Zhang, CEO of sohu.com, outlined the criteria to a group of judges.
"Tell audiences what TV dramas they should watch, and give awards to those who deserve them," he said last Friday.
All three video websites said they would invite experts. Iqiyi.com and letv.com said that the click rates for each drama or movie will also be considered.
Increasing media presence
Beijing Youth Daily reported last week that these video websites are looking for a stronger influence in the media industry, which both iqiyi.com and letv.com agreed with.
"Iqiyi.com is not only a platform for screening but also a media organization," Gao Jin, editor-in-chief of iqiyi.com told Global Times in a phone interview.
"As a member of the media, we need to be vocal and create a name for ourselves. We have the responsibility to take an objective and fair position, care for our industry and supervise the development of this industry. "
Lei Zhenjian, vice president of letv.com said they hope to be as influential as TV stations, in the future. Video websites have the potential to impact TV and the overall industry, he said.
About 70 percent of all domestic TV dramas are available on letv.com, which leads to a large audience and impact.
"It's difficult for video websites to raise their reputation, influence or credibility if they do not have distinct characteristics, like innovation or breakthroughs in their standards, differences in judging and voting," said Liu Chen, a professor at School of International Journalism and Communication, Beijing Foreign Studies University.
Liu said China lacks special awards and should expect newcomers. "But if it is pure [mimicry] … It's hard to satisfy audiences."
Zhou Xing, a professor at School of Art and Communication, Beijing Normal University, said that websites are playing a more important role, a trend around the world. This expands the potential of such programs, including micro films and award ceremonies.
Award ceremonies correlate to traditional Chinese culture, as Chinese audiences enjoy live shows and are interested in rankings.
Because of criticism attached to traditional award ceremonies, there is also a need for alternatives. However, Zhou said since most ceremonies have capital and sponsors, it is easy to be influenced by the direction of the sponsors. In addition, because regular audiences are invited to act as judges, some worry about the lack of professionalism.
"The hits websites get are easy to control," he added.
In Zhou's opinion, award ceremonies launched by government institutions seem to be more trustworthy to audiences than those held by video websites.
"They are less commercial and business oriented," Zhou said.