Chinese animated productions, such as Rainbow Chicks and The Floating Planet, which have sold their distribution rights to overseas markets, show improved quality and are more popular in the West than before. [Photo/Mtime]

More than half of its population－or 700 million people－use the internet, and the number is expected to grow.

The potential in China is great as the younger generation gets used to watching content on the internet, says Geng Danhao, vice-president of iQiyi.

Ben Silverman, head of the Los Angeles-based studio Propagate Content and an award-winning producer, says China's traditional culture can be a good place to find appealing stories.

He also says the fast-changing country is fond of programs about women's struggles, dating and consumer behavior, which also work with Western audiences.

Contact the writer at xufan@chinadaily.com.cn