More drama in online video competition

The cooperation not only allows Sohu to publicize the show on its online stream, but allows it to participate in the design of the show and bring in online interaction from audiences, Deng said.

"The partnership goes beyond copyright buyouts. Leveraged on the resources and experience of Star Group, we will infuse fresh ideas into the program by adding new elements into the gameplay," she said, without elaborating on the details.

Tian Ming, head of Star Group, said the company believed the Internet firm could create more innovative ideas, leveraged on its experience in running interactive shows.

According to CSM, The Voice of China - the Chinese adaptation of the original Dutch music TV shows - topped nationwide ratings during its debut on Zhejiang Satellite TV in July, attracting 2.77 percent of the country's television audience.

Even re-runs of the show through the website attracted ratings higher than the premiere of any other music show this year, according to audience statistics.

"The future of online video companies lies in close collaboration with third-party program makers," Tao Chuang, chief executive officer of PPTV, said on the China Network Audio-Visual Industry Forum in December.

In PPTVs 2013 strategy the company said it will focus on the interaction between stars and their fans through two customized programs, Asia Entertainment and Sports Features.

PPTV has rich experience in running similar programs that provide live interaction between viewers and hosts. In 2011, cooperation between PPTV and Hunan Satellite TV, which co-launched a reality show featuring the everyday life of contestants competing in a talent show called Happy Voice Girl, yielded sizable earnings for PPTV.

During the 72 days of the show, contestants lived in a castle and their lives, training and rehearsals were broadcast on PPTV, a time span too long for typical TV shows. The site also established interactive rounds so contestants could have more opportunities to communicate with fans.

"The profit margin will remain low if online video media solely relies on advertising because the soaring cost of purchasing content will erode much of the profit gained. That's why we need to produce something really unique that makes viewers willing to spend money," Tao said.

hewei@chinadaily.com.cn

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