More people choose to use smartphones or other mobile devices to watch video in China. [Photo/China Daily]

Commercial bids in the third season of Zhe-jiang Television's The Voice of China, the reality talent show based on The Voice of Holland, reached a stunning 1.3 billion yuan, which probably makes it the most lucrative TV program this year.

The report says Sohu Video bought Season 2 of The Voice of China in the summer of 2013 for nearly 100 million yuan but still made a profit through advertisements. Baidu.com affiliate IQiyi.com introduced Season 2 of Hunan Television's popular reality show Where Are We Going, Dad? and earned 66 million yuan by selling naming rights.

TV's future will become even more uncertain as these ambitious newcomers to cyberspace begin to produce their own programs. Iqiyi's collaboration with Henan Television to coproduce Hero of Chinese Characters, a reality show resembling the US' Spelling Bee, has been a success.

"Online video will continue to attract more investment, and its freer space and faster growth will also draw more TV industry professionals, who will greatly improve programs' quality," the report says.

"They will have more say when negotiating with television broadcasters in terms of entertainment shows."