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防止片面追星、遏制天价片酬,听听专家怎么说

2017-09-05 14:51:56   新华网

新华社北京9月5日电 题:防止片面追星、遏制天价片酬,听听专家怎么说

新华社“中国网事”记者 张漫子

国家新闻出版广电总局等五部委近日联合下发《关于支持电视剧繁荣发展若干政策的通知》,不仅提出对电视剧、网剧实行同一标准管理,还倡导优化片酬分配机制,严禁播出机构以明星为唯一议价标准。在此背景下,电视剧市场走向会发生哪些变化?片面追捧流量明星、天价片酬的风气能否得到遏制?一起听听专家怎么看。

  怎么看“天价片酬”

——中央财经大学文化与传媒学院院长魏鹏举:天价片酬的根源是“被证明有市场号召力”的演员太少。目前商业模式中,“粉丝经济”的模式占有相当比重,从市场供给来看,优质人才规模与整个市场繁荣及增长水平还不匹配。

以一些影视业发达的国家的经验来看,影视是创意经济模式,是一个创意产业链的全链条收益模式,他们更注重创意创造的核心——知识产权产品,也很重视全产业链的打造,这样明星的作用不会被极端放大,也较少出现“没流量明星就不投不拍”的情况。

——中国电视剧导演协会副秘书长、国家一级导演车径行:明星定价导向往前追溯,是一种唯收视率的导向。过分看重收视率,不太重视产品的质量,影视剧作的商品属性被过度放大。有了流量明星就有人肯投,钱进来了就可以继续买收视率,这样进一步恶性循环。中国是全球第一大电视剧生产和消费国,但国产影视剧的质量与这个地位还不太匹配。

——中国艺术研究院学者孙佳山:天价片酬最为直接的原因是当前中国的影视领域产能过剩,每年有半数以上的作品不能出现在荧屏,只有知名演员参与的大制作才有相对稳定的收视率保证。知名演员甚至可以通过参股方式,获得巨额回报。过高的片酬极可能加剧影视领域的寡头垄断,进一步导致市场失序。

——中国传媒大学经济与管理学院博士生导师卜彦芳:电视剧作为文化艺术作品,要承担感染人、引导人的使命,“鲜肉明星”的天价片酬背后,虽然有市场需求的推动,但需要处理好流量担当与价值引领的关系。演员收入评价体系,需要引入更多元的参数和评价因素。

  “资本裹挟影视”缘何产生

——车径行:大量资本的涌入使得影视行业“不差钱”。但不少原本与影视关联性不强的企业的强势进入,以及部分资方不甘于隐身幕后,使得行业内出现一定程度的外行指导内行现象,剧组受到一定的操控。资方及带资演职员的强势,削弱了创作者的话语权。

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