More importantly, she says, the so-called blind choice, where judges sit with their backs to the performers, ensures that the contestants are judged based on their voices alone.

Winners will have a chance to hold their own concerts or be invited as guest performers at the judges' concerts. But the contestants have to fight a tough battle to reach the top. Unlike other talent shows that open doors to the grassroots, Voice of China contestants are hand-picked or in Liu's words, "semi-professionals".

As many as 40 directors travel to all the provincial capitals where local market insiders are ready to offer their lists of recommended talents. They also visit music schools and pubs to scout for qualified singers. Their voices are recorded and these potential contestants are then put through auditions and finally, short-listed to appear on television.

The arduous selection process results in a high level of professionalism on the show, says Lu Wei, publicity director of Voice of China.

Voice alone, however, doesn't qualify. For a score of five, Lu says, two goes to a singer's personal story. He adds that to maintain high ratings, singers with sensational backgrounds are given priority and encouraged to share their stories onstage.