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“明星限价”让影视作品回归本真

2017-09-06 18:21:43   中国青年网

尽管影视剧制作“唯明星是举”是一种市场自发行为,但是明星薪酬一旦成为脱缰的野马,相应的刚性约束就有必要跟上

□ 杨玉龙

9月4日,国家新闻出版广电总局、发改委、财政部、商务部、人社部等五部委联合下发的《关于支持电视剧繁荣发展若干政策的通知》在电视圈内“炸开了锅”。《通知》的第三条是被关注最多的。其中特别提到“严禁播出机构以明星为唯一议价标准。综艺节目、网络剧参照电视剧的规定执行”(9月5日《重庆晨报》)。

明星片酬有多高?相关数据显示,国内演员的片酬已达到了影视剧全部成本的50%到80%。这样的比例,不利于影视剧的制作,也造成影视剧过分倚重明星,甚至在购播环节形成唯明星论的不良风气。尽管影视剧制作“唯明星是举”是一种市场自发行为,但是明星薪酬一旦成为脱缰的野马,相应的刚性约束就有必要跟上。

此次“十四条”新规中,“严禁播出机构以明星为唯一议价标准。综艺节目、网络剧参照电视剧的规定执行”这一规定,不仅是“圈内”关注的热点,而且也让“圈外”人眼前一亮。毕竟,影视剧的繁荣,在看到光鲜亮丽的“外表”时,也不能忽视其本真——满足广大人民群众的文化需求。

可以说,“十四条”新规“看到”了问题,关键就在于如何让新规真正落地。比如,新规首次提出“依法治理收视率和假数据”。如果一些发片方与购买方、播放机构结成利益联盟,这个应由谁去监管、谁去打击,谁又去考评监管打击的效果?对于这些,仅有目前的几条规定是不够的,相应的实施细则亟须出台。

同时,执行“严禁播出机构以明星为唯一议价标准”必然会带来行业阵痛。事实上,这种“新常态”,对规范电视剧制作以及规范高不可攀的明星片酬,都将大有裨益。此外,行业的自律也相当重要。自觉抵制靠“明星脸”打造的“超高价”大片,把精力用在内容制作上,唯高质量是求。唯如此,繁荣与规范才会同伴而行。

当然,于公众而言,追星也要有“度”,应理性看待明星阵容与优质作品之间的关系。对明星的追捧不妨再谨慎些,必须让只追求“颜值”不追求质量的影视作品没有市场。其实,观众的眼睛是雪亮的,作品好不好,他们最有发言权,《战狼2》等一批叫好又叫座的优秀影视作品受青睐,就是最好的佐证。要知道,观众不买账就没有市场。

总之,“明星限价”能够让影视剧回归本真。此次五部委联合发文,可以说是对现有问题的精准把脉与诊治。而要取得真正疗效,需要下的功夫远比字面的表述多。希望相关部门能够切实履行职责,加强监管、依法打击,让“十四条”新规真正落地,保障影视行业长期繁荣发展,满足百姓的文化需求和审美要求。

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