The most popular British drama so far on Youku is The White Queen's first season, which was viewed 12.5 million times by press time.

Topping the screening list of Tencent's British Drama Channel is the first season of Skins, viewed 12.1 million times so far.

Chinese research agency Entgroup has studied who is watching the shows and found most are young and better educated.

A report it released in June on Douban and Mtime, two popular websites among young adults, said 13.48 percent of the users pay close attention to British dramas, while only 1 percent discuss South Korean shows.

It also found that the number of people holding a master's degree among Merlin's audience is twice the figure for Love in the Spring, a Chinese show, and When Men Are in Love, a South Korean title released in the same period. "British shows are often shorter and more intense than American series. For white collar workers and students, they are easier to follow," said Xiao Chen, moderator of an online community on British TV dramas.

"And a great number of Chinese students went to Britain to attend colleges. When they come back they naturally become ambassadors to promote British culture among young people."

Zhao Qinghui, an amateur researcher of royal families and history, said British shows deserve her admiration for their high production values.

"British shows have a keen eye on detail," she said.

"Often adapted from classic literature, they loyally represent the empire's history by exquisite details in costume, accent and settings."

At the same time, she fancies British humor.

"Compared to American shows, the British ones are more delicate.

"Their humor does not always make you laugh, but you smile when you understand the subtleness."

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