Producer Cai Jia, a winner of the best producer awards of the 2nd True Aspiration Awards, an annual event that recognizes young talent, in Beijing on Nov 13. [Photo provided to China Daily]

At the same time, offering increasing interaction with the viewers is a growing trend within the industry, as seen in the case of experimental online series Smile Time.

Produced by Cai, the romantic drama about a showbiz industry newcomer featured 17 different endings, offering viewers the chance to choose their own finale with the click of a mouse.

"It's an interesting job. When we start a new project, it feels like we're going on a honeymoon vacation," says Cai.