• 20 years of thriving news and entertainment

In the Sri Lankan media backdrop, Derana has long been associated with premium quality entertainment. As the channel celebrates its 20th anniversary this year, The Daily Morning Brunch takes a look back on how the channel has revolutionised Sri Lankan news and entertainment, becoming a leader in the local landscape.

“Derana is a leader in both audio and audio-visual news and entertainment,” Derana Macro Entertainment Deputy Chairperson and CEO Laksiri Wickramage said. “We have always provided entertainment for the entire family, and that is something that we will continue to do,” he went on to say.

As Derana celebrates its 20th anniversary, it also acknowledges the unique media landscape of Sri Lanka and how the brand can take its image to a global stage. Derana started its journey in October 2005 with the mission of serving the nation by providing quality entertainment that aligns with family and national values.

A humble start

Derana started its quest with humble origins but with big dreams for the future. In the intervening years, it has not only built a reputation for being credible and reliable but also been one of the fastest in its breaking news, allowing viewers all over the world to be up to date with current events.

“We started out very small,” News and Current Affairs Director Yuwaraj Athukorala said. “We started with about six hours of airtime, but then we realised that we need to expand across the country and do more.”

Athukorala said that this success would not have been possible if not for a talented team of journalists and staff who dedicate themselves to making sure that Derana continues to be on top of its game. 

“Our staff is some of the best, and all of this would not have been possible without them,” he said. “Our news goes through several rounds of checks to see if it is credible, and if there is any doubt about the story, we do not publish it.”

“We have been instrumental in shaping the future of the nation,” Wickramage said. “I would say that we are a nationally oriented brand that is focused on preserving our culture.”

“We have a 24-hour news channel that is watched by many people,” Athukorala said. “We also have the text message alert that helps our audience be informed of everything that is happening in Sri Lanka and across the globe.”

A place for all 

While several radio and television channels cater to a niche market, Derana has each and every one of its viewers in mind. 

“As a family-friendly entertainment brand, we make sure that our programmes can be watched by all, from a six-year-old watching television for the first time to an eighty-year-old viewer,” Director of Sales and Marketing Thushara Perera said. “Sometimes we see television channels broadcast programmes that may not be healthy for a family audience. This is not what we do.”

While maintaining a clean, family-friendly brand, Derana also makes sure that its programmes can fit both an older and younger audience, making sure that no one feels left out. “Of course, we have the more traditional programmes and TV series that benefit the older audiences, but we also shift our focus to reality television as well as other events that will draw the attention of younger people,” Perera shared. 

Reality TV shows such as ‘Derana Dream Star’ and ‘Derana Little Star’ have been extremely popular and have been able to gather fans from all across the country. Yet, despite this mass appeal Perera said that the top priority of Derana has been staying dedicated to presenting quality content that is both unique in its approach and that audiences both in Sri Lanka and the diaspora would relate to. 

In addition to garnering a Sri Lanka-based audience, Derana has been able to garner viewership from Sri Lankans living in countries such as Australia as well as countries in the Middle East. 

“Of course, there might be changes in tastes with a diaspora audience as they live in countries with different economic and social climates,” he said. “However, we have been providing quality entertainment that has been focused on Sinhala culture and it has been successful.”

Combating challenges with courage 

While Derana has gone from strength to strength, they have been able to combat challenges with poise and dignity. 

“We have had some critics who sometimes say that our programmes run too long without realising that there are very successful international programmes such as ‘Coronation Street’ on the British channel ITV that have also been long-running and popular,” Wickramage said. “There have also been people who have questioned our reality programmes, asking why the country needs more singers without understanding that the purpose of the programme is to provide quality entertainment.”

While Derana provides entertainment that has been enjoyed by all, this process has been one of perseverance and persistence. “Having programmes that appeal to everyone is really a process of trial and error,” Head of Programming Sharmila Dharmarasa Fonseka said. “So far, we have been able to have storylines that appeal to our family-friendly audience while also appealing to those of all ages.”

Fonseka also said that while Derana has long been inspired by foreign shows and trends in television, putting a uniquely Sri Lankan spin has made their programmes incredibly popular with the local audiences.

“I don’t think copying everything on international media is what makes a channel successful,” she said. “Too many channels do that, and it does not cater to our own needs as a Sri Lankan audience with our own culture and heritage. By focusing on our culture and traditions, we have been able to succeed both locally and internationally.”

Derana radio and television is now considered a leading player in the local entertainment industry due to the unique local insight that it brings to its viewers. While Derana began its journey following a deadly tsunami and in the midst of the internal conflict of Sri Lanka, it has thrived as a channel that focuses on culture, values and the nation. 

Focusing on the future

While Derana has always prided itself on its success, it is always on the lookout for growth, new opportunities and a chance to carry its values to the world.

“Right now, we are committed to taking our brand internationally,” Athukorala said. “We would like to see viewers all over the world and we want to take our quality and brand across the globe.”

Derana is currently focusing on improving the quality of its programmes in Sinhala, Tamil, and English as well as conserving its traditional base of television and radio while modernising for the future with the use of social media.

“When television was invented, people said it would be the death of cinema, but that was not the case,” Wickramage said. “So, we are committed to having our more traditional mediums, such as radio as it stimulates the imagination, which is unique and cannot be replaced.”

While focusing on growth, they are also focused on giving back to the community by having a series of masterclasses on 25 and 26 October at Viharamahdevi Park, which would focus on helping people develop their talents in music and entertainment.