Hong Kong pop star Edison Chan in the poster for Blind Spot. Provided to China Daily

"Because the Internet has a relatively free environment for creation, most productions play edge ball with erotic and supernatural subjects. Some of them end up being plain and cliched. They can hardly appeal to a wide audience," said Yang Shuting, analyst with EntGroup.

Some video websites are now planning to invest in self-made content that is far from "big moves", said Peng Kan, a consultant with Legend Media. China's TV industry is booming and high-rated channels are willing to spend as much as 250 million yuan on a single talent show.

Though many Internet productions lack originality, Tina Ma, chief producer at Tencent Video, said websites willing to invest generously in original creations with star-studded programs made by the industry's top-notch talent will be successful.

Earlier this year Tencent itself produced a star-studded ghost-themed mini series titled Blind Spot. Directed by Danny Pang and starring Canada-born Hong Kong pop star Edison Chan, it was viewed a record-setting 30 million times in the three days after its release.

Liu Chun, former head of Phenix TV who has recently joined iQIYI as a producer, said Internet productions have been embracing some positive changes - full-length dramas are taking over unit series, professional productions are replacing amateur work and the subjects are becoming more diverse.

Though works of high influence and quality are still rare, they are slowly drawing the attention of advertisers.

Last year a local smartphone company spent 20 million yuan on product placement in the Tencent Video production Happy E-LIFE . Also on Tencent Video, two upcoming shows this year have attracted a record-setting 30 million yuan in sponsorship from a local furniture firm.

Several entertainment shows on Youku.com had their name rights sold to high-profile brands such as Infiniti and Mercedes Benz.

"But in general, original Internet creations are underestimated in terms of advertising value. Most Internet plays haven't tapped the hidden advertising value that matches their view counts," said Ma with Tencent.

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