"We are always willing to embrace new technology and new things favored by the young," says she.

The web gala can be considered an online version of the Lunar New Year galas that Chinese families watch on TV at reunion dinners. Since the web gala's debut in 2011, it has been held on xiaonian, or "Little New Year" falling on the 23rd day of the 12th lunar month, one week before Lunar New Year. Different from the Spring Festival galas that aim to target audiences of all ages, the web gala is designed to win mostly young audiences.

Tang, the chief producer, says the whole team wanted to present a show that's different both from commercial and traditional galas.

"Always being creative and offering new things is what we pursue," she says.

Contact the writer at dengzhangyu@chinadaily.com.cn