Veteran singer-songwriter Liu Huan is one of the four judges in the Chinese television talent show Sing My Song. Photo provided to China Daily

China exports rights to TV show for first time

A bite of China II whets the appetite

In China, downloads of the original songs have also proven the popularity of the music, turning the show into a cultural phenomenon and extending its life beyond its TV air time.

The show is created by Star China's subsidiary entertainment program production company, Shanghai-based Starry Productions. Star China is a leading media entertainment group in China with businesses ranging from TV production, broadcasting, filmmaking, artist management, music and concert production.

Tian Ming, CEO of Starry Productions, stresses in a Chinese media interview that the show spreads Chinese culture and expresses Chinese confidence.

"ITVS GE, an outstanding global distributor of the best programs in the world, has a stellar reputation and Star China is thrilled they are representing our first original format," says Vivian Yin, chief representative of Star China and vice-president of Starry Productions.

"We entrust Mike and the ITVS GE team to take Sing My Song to all territories and are positive the international buyers will discover as much success in their region with the format as we enjoy in China," Yin says.

Star China has established relationships with China's leading platforms, including CCTV, Dragon TV, Zhejiang Satellite TV and Shandong Satellite TV.

"We should be confident about Chinese TV producers' innovation ability," says Xiang Xiaowei, cultural counselor at the Chinese embassy in the United Kingdom, adding that Sing My Song takes the talent show genre in a new direction, highlighting the musical creativity of the contestants, not only making stars.

The ratings success and high levels of audience engagement with the show on social media has illustrated the appeal of this new approach, Xiang says.

TV is an emerging industry in China. In recent years, China's main TV stations have introduced many variety shows formats from foreign countries like the United States, the UK and South Korea. While those shows are welcomed in China, some critics point out that Chinese TV producers should make more original format shows.

Sing My Song's success embodies the innovation of Chinese TV producers, using the experience of other countries as a reference point, Xiang says.