It was more than three decades ago that the first foreign TV drama was aired in China. And many more shows have not just followed, but also spawned imitators.

But while imitation may be the sincerest form of flattery, originality is far more satisfying. And that's what's under discussion at the Sichuan TV Festival in Chengdu.

Looking for an edge in the TV and film industry.

Chinese TV producers want to know what makes a hit in a country with the biggest audience numbers in the world.

Some get a boost by buying the rights to popular overseas shows--in more ways than one.

"We learn from foreign programs, to use continuous means of shooting and production, and to enhance our capability to produce better shows. We have also produced shows which combine local culture and customs." Li Jin, president of Chengdu Broadcasting & TV Station, said.

But experts say what the industry really needs is innovation, not just imports.

"China in many ways is presented with the same issues as Canada was, there is more than one way to tell a story, the story telling techs in China and in America are quite different, CCTV documentary channel 9 has really gotten in long way in terms of reaching out to more international cooperation, to try to work through those issues, the story telling is different, we just need to learn how to manage those differences." Paul Lewis, president of Discovery Channel, Bellmedia, said.

Concerns of authenticity have been clouding some of the popular shows.

The Super Girl singing competition, which drew 400 million viewers, the combined population of US and UK, was generally described as the unofficial Chinese version of American Idol.

Let’s Shake It, a popular dancing show featuring celebrities and professional partners, is said to be a copy of the UK’s Strictly Come Dancing.

But a new trend is for Chinese television stations to actually buy the copyright of popular foreign productions.

Where are we going, dad, is a celebrity parenting reality TV show. The rights were obtained from the South Korean holder.

The Voice of China, is adapted from The Voice of Holland, which has sold it copyright to dozens of countries.

New ideas from overseas may be a way to bring in viewers in the short run. But the industry will have to find inspiration from within if it wants to keep audiences turned on and tuned in.