Emerging from a recent period of antigraft scrutiny, China’s top media regulator is now taking a few swings itself, this time in the direction of celebrities with lavish lifestyles and news programs that promote values that contradict the socialist ideal.

The State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) said it would address the issue of "sky-high" paychecks for on-screen talents and the flaunting of their wealth. The remarks came in a report by the agency on how it would reform after an investigation by the Central Commission for Discipline Inspection, the ruling Communist Party’s anticorruption watchdog, earlier this year.

Using big-name stars, especially fresh-faced idols, is usually considered the best bet by investors hoping for ratings or box-office success, which drives up the price of celebrities. The Chinese actress Fan Bingbing was recently named as the world’s fifth best-paid actress by Forbes, with $17 million over the past year, a number that takes into account all the star’s revenues.

The media agency said it would lead industry associations and major TV and film producers to map out a "self-disciplinary convention" in order to crack down on exorbitant star pay. TV stations are now not allowed to decide on the licensing price of TV dramas they plan to buy based on big-name actors in the show, or ask the show to feature any specific stars.

Film and TV producers in China have been complaining for years about high actor fees, which they say take up too much of the production budget. Industry associations also called for action. Yet money has been flooding into the film industry, which has an annual growth rate of 30%, and this is a huge boost for talent pay.