We all know TV Derana, or just Derana, as Sri Lanka’s foremost television channel. Sri Lankan television would possibly be unrecognisable today if not for Derana and its influence in driving Sri Lanka’s television programming space forward by leaps and bounds.
Derana, like all powerful success stories, started small, driven by passion and a dream. Founded on 11 October 2005 by its Chairman Dilith Jayaweera, in the intervening 16 years, Derana has simply gone from strength to strength.
Today, it is one of the most popular television networks in the country, and since March 2017 has held the position of No. 1 television channel in Sri Lanka, according to Lanka Market Research Bureau (LMRB) data. This one of its many laurels – in 2020 alone, Derana won seven awards at the SLIM (Sri Lanka Institute of Marketing)-Nielsen Peoples Awards 2020 including the “Television Channel of the Year”, “Peoples Youth Choice Television Channel of the Year”, and the “News Provider of the Year”. In 2019, Derana won “Local Brand of the Year” at the same event.
Derana also holds the all-time record for having the most programmes by one channel, in the country’s list of top 10 most rated programmes, with eight out of 10 programmes belonging to Derana.
In terms of giving back, in November 2013, Derana launched Manusath Derana, a charity arm to pursue humanitarian work and give back to the Sri Lankan people. It moved beyond simply being a corporate social responsibility (CSR) initiative, to become one of Sri Lanka’s heartiest humanitarian service providers.
In the digital space too, Derana has more than made its mark, becoming Sri Lanka’s only Multi-Channel Network (MCN) of YouTube in 2014. Derana also has an unrivalled YouTube following, becoming the first channel in Sri Lanka to hit one million subscribers and one billion total views in 2019.
In light of Derana’s 16th anniversary, Brunch reached out to some of Derana’s key personnel, all of whom have been part of Derana’s journey since its inception for their reflections on celebrating 16 years, what these 16 years have meant to them, and their hopes for the future.
We will continue to grow: Madhawa Madawala
Looking back on the last 16 years, Derana Executive Director Madhawa Madawala shared that it was amazing to be celebrating such a milestone, especially considering how small Derana was when they first started, sharing that at its inception, Derana had only one camera and one light. “Before us, all the media companies were started by well-established conglomerates. Derana was started by a young entrepreneur who was not from the elite business class, and from day one, when we decided our path, we wanted to take a path where we could protect, love, safeguard, and develop our country.”
[caption id="attachment_169185" align="alignright" width="350"]
Derana Executive Director Madhawa Madawala[/caption]
In the long run, Madawala shared that this outlook was what led to Derana’s massive success because this made Derana a believable and trustworthy brand, and one that paid off the day Derana was recognised as Sri Lanka’s No. 1 television channel in Sri Lanka, a milestone Madawala said would always be one his favourite Derana moments.
Looking to the future, Madawala shared that while Derana may already seem like a giant, they are not done growing. “We will continue to grow, with our technology, with our quality, and with our people,” Madawala said, adding that though it was celebrating 16 years in the business, Derana would always stay young at heart, emphasising that from its inception, Derana bucked tradition and forged its own path, and will continue to do so.
Entertainment is not only TV: Laksiri Wickramage
[caption id="attachment_169181" align="alignleft" width="363"]
Deputy Chairman Laksiri Wickramage[/caption]
Reflecting on Derana’s success, Deputy Chairman Laksiri Wickramage shared with Brunch that as a free-to-air channel, Derana has always had to cater to a broad, general audience, and in doing so, unfair comparisons, but looking back on 16 years, he is especially humbled to see Derana being named Sri Lanka’s No. 1 television channel, particularly given its humble beginnings.
Wickramage also recalled how the general media landscape has transformed over the last 16 years with the advent of social media, noting that TV and Derana have always managed to stay on top because to them “content is king”, and this careful, audience-centred approach will keep Derana relevant on all platforms.
Derana would be nothing without its people, and Wickramage shared that since its inception, he has strived to create a work culture akin to family, going so far as to note that Derana’s approach to its people has changed the subculture of media organisations in Sri Lanka. “We have built a very open-door culture and are more like a family,” Wickramage said, adding: “Very few people have left us over the last 16 years. Everyone is part of our family, and even if they leave, they don’t really leave us. They will always be part of the Derana family.”
Speaking about the future, Wickramage shared that Derana hopes to grow and dominate across all fields of entertainment. “Derana is Sri Lanka’s premium entertainment experience. We are in the entertainment business, and entertainment is not only TV. Derana will be there in anything and everything pertaining to entertainment.”
A different style of television: Sharmila Dharmarasa
[caption id="attachment_169182" align="alignleft" width="336"]
Derana Director – Programmes Sharmila Dharmarasa Fonseka[/caption]
To become Sri Lanka’s No. 1 television channel, content is indeed king, and Derana Director – Programmes Sharmila Dharmarasa Fonseka shared her pride at being able to see Derana grow and innovate in terms of its content all throughout its 16-year journey. “From concept to graphics to overall look, we’ve created and introduced a different kind of television experience to Sri Lanka and for that, I am very proud,” Dharmarasa shared.
Her standout memory from her time at Derana is, of course, the moment Derana was recognised as Sri Lanka’s No. 1 television channel in 2017, with Dharmarasa stating that prior to Derana, there was a lack of depth when it came to the production value of Sri Lankan television. As a creative leader, Dharmarasa was able to forge a new style and format, not just for Derana itself, but Sri Lankan television as a whole. “Lots of people followed us in terms of formats and style of presentation, and we created a different style in television. It was nice to see people get inspired by us.”
In the future, Dharmarasa shared that she intends for Derana to do what it has always done: Create very good content, and keep Derana Sri Lanka’s No. 1 television channel. In honour of Derana’s 16th anniversary, Dharmarasa shared that there will be a month of special celebratory programming from 16 October to 16 November to allow Derana’s audience to play an interactive role in celebrating this milestone.
We need to maintain our position without becoming complacent: Thushara Perera
[caption id="attachment_169187" align="alignright" width="351"]
Derana Group Director – Marketing Thushara Perera[/caption]
Derana Group Director – Marketing Thushara Perera shared that being a part of the Derana journey has been the most wonderful experience, reflecting that he has also strived to maintain a culture of unity and family among his team throughout Derana’s history in keeping with the vision of Derana’s founders and management.
The most rewarding part of the Derana experience for Perera was being a part of Derana working its way up from a small channel that didn’t enjoy the same resources of its competitors to becoming Sri Lanka’s No. 1 channel, crediting these simple beginnings with giving him and his team the ability to overcome any challenge. “When things get tough, the tough get going,” Perera said, adding: “We toughened up at the beginning and that has given us to face any challenge.”
Perera also shared that one of Derana’s strengths was its connection not just to the people it was creating content for but for the companies and businesses it partnered with, explaining that even in challenging times like at present with the pandemic, Derana has still been able to remain a priority in the minds of its advertisers because of its authentic connection to its audience, flexible approach, and ability to maintain good relationships within the media industry.
Looking to the future, Perera shared that Derana’s main goal is to continue to be dominant and maintain its position as Sri Lanka’s No. 1 television channel. “We need to maintain our position continuously without slacking or becoming complacent with the fact that we are No. 1 and the best channel in the country. That is our challenge, and that is what I look forward to tackling.”
With 16 years under its belt as an industry innovator and leader, it is abundantly clear that the Derana journey is still only just beginning. Here’s to Sri Lanka’s No. 1 television channel’s landmark milestone and to the promise of many more milestones to come.
Derana, like all powerful success stories, started small, driven by passion and a dream. Founded on 11 October 2005 by its Chairman Dilith Jayaweera, in the intervening 16 years, Derana has simply gone from strength to strength.
Today, it is one of the most popular television networks in the country, and since March 2017 has held the position of No. 1 television channel in Sri Lanka, according to Lanka Market Research Bureau (LMRB) data. This one of its many laurels – in 2020 alone, Derana won seven awards at the SLIM (Sri Lanka Institute of Marketing)-Nielsen Peoples Awards 2020 including the “Television Channel of the Year”, “Peoples Youth Choice Television Channel of the Year”, and the “News Provider of the Year”. In 2019, Derana won “Local Brand of the Year” at the same event.
Derana also holds the all-time record for having the most programmes by one channel, in the country’s list of top 10 most rated programmes, with eight out of 10 programmes belonging to Derana.
In terms of giving back, in November 2013, Derana launched Manusath Derana, a charity arm to pursue humanitarian work and give back to the Sri Lankan people. It moved beyond simply being a corporate social responsibility (CSR) initiative, to become one of Sri Lanka’s heartiest humanitarian service providers.
In the digital space too, Derana has more than made its mark, becoming Sri Lanka’s only Multi-Channel Network (MCN) of YouTube in 2014. Derana also has an unrivalled YouTube following, becoming the first channel in Sri Lanka to hit one million subscribers and one billion total views in 2019.
In light of Derana’s 16th anniversary, Brunch reached out to some of Derana’s key personnel, all of whom have been part of Derana’s journey since its inception for their reflections on celebrating 16 years, what these 16 years have meant to them, and their hopes for the future.
We will continue to grow: Madhawa Madawala
Looking back on the last 16 years, Derana Executive Director Madhawa Madawala shared that it was amazing to be celebrating such a milestone, especially considering how small Derana was when they first started, sharing that at its inception, Derana had only one camera and one light. “Before us, all the media companies were started by well-established conglomerates. Derana was started by a young entrepreneur who was not from the elite business class, and from day one, when we decided our path, we wanted to take a path where we could protect, love, safeguard, and develop our country.”
[caption id="attachment_169185" align="alignright" width="350"] Derana Executive Director Madhawa Madawala[/caption]
In the long run, Madawala shared that this outlook was what led to Derana’s massive success because this made Derana a believable and trustworthy brand, and one that paid off the day Derana was recognised as Sri Lanka’s No. 1 television channel in Sri Lanka, a milestone Madawala said would always be one his favourite Derana moments.
Looking to the future, Madawala shared that while Derana may already seem like a giant, they are not done growing. “We will continue to grow, with our technology, with our quality, and with our people,” Madawala said, adding that though it was celebrating 16 years in the business, Derana would always stay young at heart, emphasising that from its inception, Derana bucked tradition and forged its own path, and will continue to do so.
Entertainment is not only TV: Laksiri Wickramage
[caption id="attachment_169181" align="alignleft" width="363"] Deputy Chairman Laksiri Wickramage[/caption]
Reflecting on Derana’s success, Deputy Chairman Laksiri Wickramage shared with Brunch that as a free-to-air channel, Derana has always had to cater to a broad, general audience, and in doing so, unfair comparisons, but looking back on 16 years, he is especially humbled to see Derana being named Sri Lanka’s No. 1 television channel, particularly given its humble beginnings.
Wickramage also recalled how the general media landscape has transformed over the last 16 years with the advent of social media, noting that TV and Derana have always managed to stay on top because to them “content is king”, and this careful, audience-centred approach will keep Derana relevant on all platforms.
Derana would be nothing without its people, and Wickramage shared that since its inception, he has strived to create a work culture akin to family, going so far as to note that Derana’s approach to its people has changed the subculture of media organisations in Sri Lanka. “We have built a very open-door culture and are more like a family,” Wickramage said, adding: “Very few people have left us over the last 16 years. Everyone is part of our family, and even if they leave, they don’t really leave us. They will always be part of the Derana family.”
Speaking about the future, Wickramage shared that Derana hopes to grow and dominate across all fields of entertainment. “Derana is Sri Lanka’s premium entertainment experience. We are in the entertainment business, and entertainment is not only TV. Derana will be there in anything and everything pertaining to entertainment.”
A different style of television: Sharmila Dharmarasa
[caption id="attachment_169182" align="alignleft" width="336"] Derana Director – Programmes Sharmila Dharmarasa Fonseka[/caption]
To become Sri Lanka’s No. 1 television channel, content is indeed king, and Derana Director – Programmes Sharmila Dharmarasa Fonseka shared her pride at being able to see Derana grow and innovate in terms of its content all throughout its 16-year journey. “From concept to graphics to overall look, we’ve created and introduced a different kind of television experience to Sri Lanka and for that, I am very proud,” Dharmarasa shared.
Her standout memory from her time at Derana is, of course, the moment Derana was recognised as Sri Lanka’s No. 1 television channel in 2017, with Dharmarasa stating that prior to Derana, there was a lack of depth when it came to the production value of Sri Lankan television. As a creative leader, Dharmarasa was able to forge a new style and format, not just for Derana itself, but Sri Lankan television as a whole. “Lots of people followed us in terms of formats and style of presentation, and we created a different style in television. It was nice to see people get inspired by us.”
In the future, Dharmarasa shared that she intends for Derana to do what it has always done: Create very good content, and keep Derana Sri Lanka’s No. 1 television channel. In honour of Derana’s 16th anniversary, Dharmarasa shared that there will be a month of special celebratory programming from 16 October to 16 November to allow Derana’s audience to play an interactive role in celebrating this milestone.
We need to maintain our position without becoming complacent: Thushara Perera
[caption id="attachment_169187" align="alignright" width="351"] Derana Group Director – Marketing Thushara Perera[/caption]
Derana Group Director – Marketing Thushara Perera shared that being a part of the Derana journey has been the most wonderful experience, reflecting that he has also strived to maintain a culture of unity and family among his team throughout Derana’s history in keeping with the vision of Derana’s founders and management.
The most rewarding part of the Derana experience for Perera was being a part of Derana working its way up from a small channel that didn’t enjoy the same resources of its competitors to becoming Sri Lanka’s No. 1 channel, crediting these simple beginnings with giving him and his team the ability to overcome any challenge. “When things get tough, the tough get going,” Perera said, adding: “We toughened up at the beginning and that has given us to face any challenge.”
Perera also shared that one of Derana’s strengths was its connection not just to the people it was creating content for but for the companies and businesses it partnered with, explaining that even in challenging times like at present with the pandemic, Derana has still been able to remain a priority in the minds of its advertisers because of its authentic connection to its audience, flexible approach, and ability to maintain good relationships within the media industry.
Looking to the future, Perera shared that Derana’s main goal is to continue to be dominant and maintain its position as Sri Lanka’s No. 1 television channel. “We need to maintain our position continuously without slacking or becoming complacent with the fact that we are No. 1 and the best channel in the country. That is our challenge, and that is what I look forward to tackling.”
With 16 years under its belt as an industry innovator and leader, it is abundantly clear that the Derana journey is still only just beginning. Here’s to Sri Lanka’s No. 1 television channel’s landmark milestone and to the promise of many more milestones to come.