Market owned companies to have recorded revenue Since their introduction to Sri Lanka,TV exceeding one billion rupees annually. Unlike networks have been popular and powerful other subsidised state-owned enterprises, SLRC channels for broadcasting news, disseminating is self-financed – it does not depend on information and providing public entertainment. government funds.The state’s policy of minimal The public, who previously depended almost interference in the affairs and management of entirely on the print media for these, was thus SLRC has helped the network’s performance in offered a wider choice. Networks such as Sri achieving Superbrand status. Lanka Rupavahini Corporation (SLRC) could break the news to the public as and when Achievements events occurred, which was a significant As a state-owned enterprise, SLRC is the only advantage. At the time SLRC was launched, the government-owned institution to have achieved only other channel in existence was the Superbrand status. With its revenue exceeding Independent Television Network (ITN) – a fully one billion rupees for three consecutive years, state-owned entity. SLRC, which was also state- SLRC has grown into a giant in the TV industry, owned, enjoyed a duopoly in the early years of despite politics impinging slightly on its TV in Sri Lanka. general and the network in particular as a viable performance – which is a significant Due to its wider audience,TV attracts more marketing medium for their products and accomplishment in itself. advertising than the print media, which is services. SLRC has taken on the competition from considered a key competitor in relation to news Every other TV channel operating in Sri Lanka vibrant, privately owned TV channels to achieve and the dissemination of information. In addition could be considered a competitor to SLRC, a 30% market share in terms of viewers as well to news,TV networks such as SLRC are able to which telecasts content in Sinhala,Tamil and as advertising revenue. Employment strategies provide entertainment through films, tele- English. Using modern technology and which ensure that talented human resources are dramas and documentaries – which make the sophisticated equipment, the transmission could recruited has helped SLRC to produce creative medium so much more interesting to viewers. be viewed anywhere in Sri Lanka by anyone – even unique – programmes, which have TV has had a significant impact on the local who has access to a TV.The wide reach of SLRC earned the channel its widespread popularity. entertainment arena and has affected the Sri has helped to generate and grow competition in SLRC is a family channel: all age groups, sans Lankan cinema industry, which was vibrant the industry.With the entry of privately owned gender differentiation, generally enjoy its diverse before the advent of TV. Patrons of the cinema, TV networks and channels such as MTV, Sirasa, content.The network’s twin channels are in their numbers, have demonstrated a Shakthi TV, Swarnavahini, ARTv, ETV and Derana, focused mainly on airing educational noticeable preference to watch TV in their SLRC is now facing increasingly intense programmes, while family entertainment and homes, instead of going to the movies – competition. SLRC presently operates two sports are also offered.Talented and committed primarily, perhaps, because of the convenience channels: Rupavahini and Channel Eye. employees have ensured the quality and TV offers. SLRC has achieved Superbrand status not uniqueness of SLRC, which celebrates its 25th The dual role of TV as a medium – both as only because of its technological edge and wide anniversary in 2007.The employee-retention an information disseminator and entertainer – reach. Its success could be attributed mainly to and rewarding strategies of the network have has helped networks such as SLRC to garner a the network’s committed and talented staff, enabled it to forge ahead of the competition. substantial share of advertising spend. Presently, numbering around 950.The channel employs SLRC – which commands 30% of market share experts in the field of telecasting, who are well History in terms of viewers – is in a select group of remunerated for their services, in addition to SLRC was established in 1982 by an act of companies that earn revenue in excess of one bonuses and perks. Despite moderate political parliament to broadcast programmes at a billion rupees. Importantly, most of SLRC’s influence vis-a-vis its operations, which impacts national level. It was gifted to Sri Lanka by the advertisers are not state-owned entities but on the product mix, SLRC has grown from people of Japan.The network’s primary mandate private-sector organisations, which see TV in strength to strength and is one of the few state- is to air educational programmes and news.The government expects SLRC to maintain very high standards and telecast programmes that are of interest as well as value to the public. It was the second TV channel to be launched in Sri Lanka – the first being ITN. At inception, SLRC comprised one channel: Rupavahini. It was well equipped, consisting of two studios – one of 100 square metres and the other, 200 square metres – a main control room and two transmitting stations, located at Pidurutalagala and Kokkavil.The network, even initially, catered to about 90% of the country’s population. Later, following two grants from the Japanese government, SLRC expanded its operations. Traditionally, the government appoints the Chairman of SLRC. Its hierarchy comprises a governing board consisting of four professionally qualified members.The Chairman and the board appoint a Director-General and the corporation’s senior management, who together are responsible for SLRC’s operations.The government has ensured minimal political interference so that the management can function with a high degree of independence. 72 SUPERBRANDS Product TV industry.The brand is now facing stiff vowed that it will never compromise on culture. At the time of its launch, since only two TV competition, due to market fragmentation, with The network believes in honest reporting and channels were in operation, Rupavahini enjoyed the introduction of new channels and cable-TV is focused on publicising accurate information. In a duopolistic industry milieu and was very much networks. SLRC hopes to market its facilities as this regard, it plays a very responsible role – in demand. New technology ensured that its a production house in future and capitalise on especially as a government-owned entity. Its two telecasts were clear and its content attractive to its talented workforce to expand into new channels focus on producing quality viewers. Due to the lack of competition – ventures. programmes which are creative and interesting except that posed by each other – SLRC and to viewers.Talented employees at SLRC work ITN were veritable cash cows and contributed Promotion towards keeping the channels ahead of the significantly to state coffers. SLRC’s tariffs still SLRC is a medium of promotion in itself and competition. A focus on human-resources reflect the highest advertising rates in the does not need advertising to market its development has ensured the retention of market, because it is a popular channel that has channels. However, since any value addition will talent at SLRC. Brand values such as creativity been around for almost a quarter of a century. attract more viewers, SLRC invests indirectly in and innovation, and employee and cultural focus, The composition of the TV industry has promotion through funds spent on motivating have contributed towards projecting SLRC as changed with the advent of private channels its workforce. Investment in new technology can one of Sri Lanka’s Superbrands. which have added variety to, and broadened the also be considered a means of indirect scope of, programmes. In keeping with industry promotion, since this also impacts the network’s www.rupavahini.lk standards, SLRC increasingly focused on performance. SLRC is committed to Corporate providing quality programmes which are creative Social Responsibility (CSR) as a means of and interesting to the viewer, to maintain its enhancing its brand image. It is highly focused market share.The network records an on this strategy and claims to lead the industry approximate 10% growth in revenue each year in terms of CSR initiatives. – which is derived by virtue of the fact that SLRC has a well-balanced product mix in Brand Values comparison to its competitors. The employees of SLRC take media ethics very seriously.This state-owned entity has a very Recent Developments strict media policy and will not air programmes SLRC is planning to diversify its business and or advertisements that are considered culturally enter the satellite-TV market in the near future. offensive. Every programme aired has to be pre- It also intends to move into film production on approved by a board of selectors whose a commercial basis. Like any other brand in the members are appointed by the Chairman of market, the network is constantly exploring SLRC and the main board. The network strategies that will help it to stay ahead of its maintains high standards in relation to its competitors. It is under added pressure because competitors in this regard, because a cultural it has to retain its market leadership in the local focus is one of its key brand values. SLRC has THINGS YOU DIDN’T KNOW ABOUT RUPAVAHINI SLRC, which was gifted to Sri Lanka by the government of Japan in 1982, continues to lead the TV industry with a 30% market share, both in terms of viewers and advertising revenue. SLRC is a state-owned enterprise with revenue exceeding one billion rupees annually. SLRC is planning to enter the satellite-TV market in the near future. It also plans to venture into film production and commercialise its operations as a production house. SUPERBRANDS 73.