Derana gets 54% growth in channel audience share

TV STATION: There are eleven television channels in Sri Lanka. But it had to be the new entrant, Derana to supersede all others by setting a new standard in the industry.

Within a mere one year the channel has boldly embarked on a new look, new line up re-launch initiative strengthening the channel's position as Sri Lanka's premium entertainment channel.

Today, as an islandwide television channel, Derana has built its own loyal viewership which is growing at a terrific pace. As per LMRB People Meter Data, Derana has recorded a growth of 54% within the first month of its Islandwide.

The channel's modern and entertaining new line-up takes the top slot as the reason for the turnaround. Catering to all age groups seeking quality entertainment that is locally produced by the talented home producers, the channel is set to take its place as the trend setter in the industry.

Being a very dynamic visual medium, it is only natural Derana is constantly looking out for newer and more innovative means of offering quality entertainment content to the Sri Lankan audiences, based on continuous islandwide research done by the channel.

Their sensitivities demand knowledge based, entertainment driven content rather than slap stick, low budget imported substitutes which under estimate and in fact insult the discerning local viewer.

This need is slowly but surely being fulfilled by Derana, whose strategic entry into the industry saw a complete quality shift in the industry as a whole.

An islandwide study conducted by the channel has shown that the channel is received very clearly throughout the country, except for a few isolated spots in the Kalutara and Badulla regions which require specialized transmitter involvement, which are in the process of being installed.

The channel presently beams from 5 transmitters located in Colombo, Nuwara Eliya, Deniyaya, Kandy and Matale. Due to the latest broadcasting technology employed, using broadband links connecting the towers, Derana's reception stands out as being crystal clear and inviting to watch.

The new 16 hour line up launched by the channel features a host of interesting programmes including a fiercely independent news bulletin, carefully selected teledramas, a wide variety of musical programmes and the world's most advanced interactive television formats, together with specially compiled youth and kids programmes.

The channel has taken the initiative to produce high quality local content which has become the launching pad for the new generation media personalities.

For the first time in Sri Lanka, on air interactive game shows have been introduced by Derana in partnership with world giants in interactive shows. This novel concept, hitherto unknown in the country has taken the people by storm.

Derana takes immense pride in setting a new record for receiving SMS messages during the show "Bid 2 Win", where our Million SMSes have been received over a period on 3 weeks. This is the highest any television channels has received so far.

The soaring popularity of the channel can also be gauged by the profile of the sponsors and the brands which have opted to associate with the channel and its innovative programmes.

The feedback given by the sponsors endorse the public view that the channel is taking off to set a new trend in the industry and the quality standards that need to be delivered to satisfy viewers who enjoy their freedom of choice.

Proudly independent and fiercely principled, Derana stands committed to inspire positive change in the industry and offer world class content to improve and grow Sri Lanka and its people.