The programme, Supergirl Voice, has become a phenomenon in the world’s most populous country. On the streets of Changsha, the capital of Hunan province, girls with short moussed-up hair are on every corner.

Their model is Li Yuchun, who won last year’s contest before an audience of 400 million - or one in three of the population.

But it is not clear whether the talent show will appear again. The State Administration of Radio, Film and Television has issued new rules governing such shows. While the regulations did not mention Supergirl Voice by name, few doubt that the programme’s runaway success was a factor.

The new regulations state that the shows should contribute to “constructing a harmonious socialist society . . . [They] must not make a hubbub about things as they please and must avoid creating stars”.

They must also “avoid vulgar or gross styles” and protect the morals of the youth of China. Judges must not “embarrass or heckle” the contestants. It will also be much harder for shows to be broadcast beyond the province of the producing television company and contestants must be aged at least 18.

Hunan Television, the creator of Supergirl Voice, is keeping its cards close to its chest. Li Li, an official with its publicity department, was happy to show The Times around the studio where the smash hit was filmed, but she refused to be drawn on whether another series would be shot.

A new season would attract huge interest. In only seven months since Ms Li’s victory as the inaugural Supergirl, she has soared to the No 6 spot on the Forbes list of China’s hottest and richest celebrities.

Her pale, barely made-up face is splashed across billboards nationwide. She joined Ken Livingstone a couple of months ago to turn on the lights in London for the Chinese new year festivities.

It may have been the manner of her win, rather than her much-debated androgynous style, that caused anxiety in government circles in Beijing.

Ms Li was chosen in a democratic voting process. They picked their favourite by sending text messages.

Officials in Changsha displayed great pride in the fame that the show has brought to a province best known until now as the birthplace of Chairman Mao and as the home of spicy food. “Supergirl gave people a chance to show their feelings,” one said. “They could take part in a process that gave them satisfaction.”

But the new regulations may also have been inspired by commercial considerations in Beijing.

China Central Television, the national network and Goliath of small-screen entertainment, is limited to the dull fare that is approved by cultural commissars, and it may be jealous of the provincial upstart. One internet chat-room comment ran: “Chinese audiences will make their choice with their remote controls. If I am deprived of the right to choose between channels I’ll turn off my TV.”

Explore Asia News

• China News

Times Recommends

• Karadzic found freedom in the Madhouse
• Bears kill guards at Russian mine
• Hotel is a monument to new North Korea