"But this time the contestants must have real talent regardless of their age, background and gender," he says.

While some observers are concerned the show will lose its original spirit in China, Fotini Paraskakis, Fremantle Media Asia's production director, disagrees.

"The key to success in international formats these days is their ability to deliver a core concept, while giving flexibility for localization in each territory.

"In every country, we see localization as culture, talent and tastes are different and our formats need to be open to cater for these changes," she says.

In each country and territory, the series has begun to ingrain itself in local culture and give people of all ages and talents the opportunity to perform on stage, Paraskakis says.

Branding

"And with China being of such importance in the world today, we were keen to have its involvement."

Jin Lei, director of "China's Got Talent," says Chinese TV producers are increasingly aware that successful international formats can give them international branding, wider distribution and international expertise.

"This collaboration is helping us find our niche in the world's top-notch talent shows," Jin says. "'Got Talent' has very detailed and precise formulas." These include suggestions on the best number of cameras, interview rooms and working staff during auditions.

"We can gain a lot of advanced experience," he says.

Jin believes reality talent shows have an inherent power and will get more popular as China has so much untapped talent.

He also expects Chinese "idol" shows to sell their own formats to other countries in the future.

Some observers have raised property rights concerns.

Last December, Hunan Satellite TV bought the format of Fremantle Media's reality dating show "Take Me Out," but several months after its debut, the show's stage settings, script and operations had been plagiarized by other provincial satellite TVs.

"We face this problem every day across the globe, but we are very confident in our brands and in 'Got Talent'," says Paraskakis. "Our shows usually are more sustainable than these copies. When clients acquire from Fremantle, they know they are acquiring quality and that audiences will respond to this."

Veteran TV producer Li says that it is good to see local media's increasing awareness of copyright but questions whether the new approach can really elevate the qualities of Chinese mainland talent shows.