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电视剧综艺网络剧 不能再看明星下菜

2017-09-06 07:06:57   中国青年网

日前,国家新闻出版广电总局、发展改革委、财政部、商务部、人力资源和社会保障部五部委联合下发《关于支持电视剧繁荣发展若干政策的通知》(以下简称《通知》),指导电视剧发展方向。

《通知》中的14条要求,涵盖了电视剧创作、投入、播出、收视率、人才培养、宣传评价等多个角度。其中,《通知》特别针对当前电视剧市场“唯明星论价”现象,要求建立和完善科学合理的电视投入、分配机制,规范购播和宣传行为,严禁播出机构以明星为唯一议价标准。

1 严禁以明星为唯一议价标准

《如懿传》版权售价13.8亿元,《凉生,我们可不可以不忧伤》版权售价11.8亿元,《赢天下》网络版权售价4.8亿元……有明星大腕的电视剧,价格总是卖得更高一些。多年来,影视行业一直有着这样的“明规则”。

但在光鲜的售价背后,不能忽视的是电视剧制作成本的畸形增长。动辄几亿元投资,似乎已经成为今天电视剧制作家常便饭,其中,明星片酬更是占据了半壁江山。对于这种现象,此次广电总局等五部委下发的《通知》,明确提出规范购播和宣传行为,严禁播出机构以明星为唯一议价标准。

事实上,这不是有关部门首次就此类问题发声。去年9月,总局曾发布《关于进一步加强电视剧购播工作管理的通知》,指出有个别电视台片面单纯地以明星论价,客观上造成了拍摄制作成本结构不尽合理、分配比例失衡,要求各级广播电视播出机构加强管理,“不得在电视剧购播工作中指定明星演员、划定明星演员范围、以明星演员为议价标准”。而此次的《通知》在重申要求的同时,也特别点名综艺节目、网络剧,要求两者参照电视剧的规定执行,力求遏制“唯明星论价”现象。

2 “唯明星论价”引发恶性循环

乍看之下,“唯明星论价”似乎是市场行为,但在近两年的上海电视节上,大量业内人士反复讨论分析,直言这背后实际上是一个影响影视生态的恶性循环。

比如,曾有制作人爆料,正是在“唯明星论”的影响下,天价片酬比比皆是,“因为购片人要完成收视率,想找一个大家都认可的面孔,戏拍的是什么不重要,只要这张脸大家认可,所有的宝都押在这个人身上,他要多少钱就给多少钱”。

明星片酬增长了,制作费用自然就下降。最近两年,许多电视剧都陷入制作成本大幅压缩,明星滥用替身、配音等怪圈,包括《孤芳不自赏》等多部全明星阵容电视剧都曾因此遭遇强烈批评。有制作人透露,如今电视剧增长的费用,大半都花在明星身上,“我们老说制作费加大,但实际上加了多少钱,制作花的钱都是差不多的,无外乎是加了几个演员的。没办法,市场认可了,大家都疯狂”。

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