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Fierce competition could also be a key factor fueling some of the outrageous on-screen behavior.

Although contestants see dating shows as a chance at instant fame (men only appear on If You Are the One for one episode but the women can be on the panel for weeks before they find a date), it is producers that are under the most pressure to attract all the attention they can get.

Along with domestic rivals, the fact that subtitled versions of popular Western dramas, reality shows and documentaries are available across the Internet and are particularly popular with young people means the battle for a share of the Chinese audience is intense.

As the amount of choice on television increases, the tastes among China's traditional viewing audience are also becoming more diverse, said Chai Lujing, a professor at the Communication University of China.

"That means programs must become more diverse, too," he said. "Our society has evolved into one that encourages diversified values and personalities. Young people are more outspoken and dare to express their private feelings in the public."

To stay ahead, television chiefs have been learning from successful shows in the West. For example, Happy Girls (formerly Super Girls), a talent contest on Hunan TV, is a copy of American Idol. But with the format also came the sensationalism.

"It is OK to imitate programs and methods (from the West) but we shouldn't copy everything, such as sensationalizing shows for the sake of ratings," said Zheng, who added that foreign audiences also criticize such practices.

Judges on Britain's Got Talent, the show that launched the career of singer Susan Boyle, were recently attacked in the press after it was revealed their comments are often scripted.