China's online programs used to be widely criticized for using some eye-catching or even vulgar elements to attract viewers.

However, as China's internet regulation over online programs strengthened, higher quality programs became a must.

For instance, the crime drama Day and Night premiered on Youku in August. It gained a rating of nine out of 10 points on Douban, China's major film and TV rating website.

The show's production team once revealed that each episode cost more than 2 million yuan ($300,000), even though the series needs no fancy visual effects.

TV standards

In June, the State Administration of Press, Publication, Radio, Film and Television released a rule, stating that the same criteria will be used to approve online programs as those broadcast on TV.

"The time when online platforms could make use of different approval criteria has ended," Yang says.

He says there were dozens of online video platforms in China more than a decade ago, but the number keeps shrinking and there are now only three online video platform colossuses－Youku, Tencent and iQiyi.

"In such intense competition, no one will waste energy on making a program if it cannot offer new aesthetics and storylines to catch the attention of audiences," Yang says.

Contact the writer at wangkaihao@chinadaily.com.cn