Ma Yili. [Photo provided to China Daily]

IP, a Chinese concept which goes beyond the original abbreviation of intellectual property, refers to franchises developed from content such as online novels.

The concept thrived a couple of years ago with investors believing that only such productions could spell success.

Author Yuan Zidan echoes Song, saying her personal experiences sparked her passion to write the series Ode to Joy about women's lives, which topped TV ratings earlier last year.

Meanwhile, many scriptwriters say the recent success of Spy Game, an espionage hit, may put the genre back on track.

The 48-episode series, a Chinese answer to the American film Mr & Mrs Smith, is the most popular espionage series currently. It's broadcast by Shanghai-based Dragon TV and Beijing Satellite TV since March 20.

Yu Fei, who wrote the Spy Game, says his studio learned from its Hollywood counterparts about narration and pace.

"We first built the story. Then I divided the plotlines into sections, assigning them to writers," says Yu, adding that the process maximized creativity.

Screenwriter Wang Hailin says the most important element in a successful espionage story is to convince audience about the protagonist.

"After all, a spy's jobs include stealing and cheating, which violates regular morality," says Wang.

"You need to persuade the viewers that the character has no choice but to risk his life to win a battle without gunfire."