Derana - now two years
Derana - the newest entrant to Sri Lanka’s television fray -
celebrates two years of premium entertainment on 13 October, during
which the channel has grown to achieve unprecedented success.
Derana has during the past two years consistently delivered on its
promise of “Ape De Rakagena, Aluth De
Chairman - Derana Laksiri Wickramage
Aragena” - contemporary content
that upholds Sri Lankan values - a strategy that has translated into
continuous gains for Derana in terms of viewership. Since its launch in
2005, Derana has stayed within the top half of local television
The channel has also expanded its reach to cover over 90 per cent of
its target groups via five sub-stations in Nuwara Eliya, Deniyaya,
Gammaduwa, Kandy and Kaluthara with the main transmission tower located
at Darley Road, Colombo.
Derana’s performance in its target market has been phenomenal; in the
two premium socioeconomic categorizations of viewers - SEC A and SEC B -
Derana has retained over 50 per cent channel share in some segments. The
SEC bands are categorized according to educational and occupational data
- with SEC A and B being the highest levels of categorization.
Directors - Sales and Marketing of Derana Thushara Perera says, “Our
performance in SEC A and SEC B can be attributed to the very scientific
approach that we have employed from day one to match the right content
with the right viewer.
We have focused very heavily on high-end programming that meets the
stringent expectations of viewers in the premium segments.” Commenting
on the vernacular approach that Derana has taken, he adds, “This has
been a strategic choice - having understood that Sri Lankans are
essentially vernacular, we have catered to their language preferences.
By delivering locally developed content that is contemporary, thought
provoking, well produced, and relevant, we have been able to meet the
needs of the modern, youthful and patriotic viewer.”
The channel’s distinct strength has been its focus on strategic
programming - which has been beneficial not just for the channel but
also for its advertisers. Ad spend on Derana has consistently been above
industry average - with the channel doubling revenue over the past two
A dedicated team tracks brand fit and the desired results vis-...-vis
the programming and viewership trends, and conducts research and
development into trends in quality entertainment delivery while an
aggressive new product development system is place to ensure the
programmes do not become outdated.
This scientific approach and careful planning enables Derana to
devise long term strategies for both itself and its advertisers.
“The Derana news property has been fortified with the world’s most
advanced hardware and innovative software while intense training has
ensured that the news team is the most professional available” he said.