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by Don Asoka Wijewardena

Derana will cater to the needs of mass audiences and will revolutionise the TV industry in Sri Lanka. It will also adopt a world class technology to create a unique television culture,said Derana TV Managing Director Dilith Jayaweera at a media conference to launch the Derana TV at Hotel Taj Samudra.

Jayaweera said that Derana TV would prioritise intrinsic social and cultural programs and would represent the values and rich tradition inherent to Sri Lanka.He said that the new TV channel would also encompass the dynamism of global communication and its amazing developments to cater to the rapidly changing demands of the new age.

Jayaweera said that Derana would be patronised by veteran personalities in every field for quality scripts, news casting and presentation. "Derana will be the platform on which the veteran artistes of this nation can perform," Jayaweera said.

Jayaweera said that television fans in Sri Lanka seemed to have gone weary of watching the same old content but Derana was determined to provide a new series of different programs. "It will adopt people-friendly, friendly interactive formats and creatively structured programming for enjoyable television viewing.

Director Programming Derana Anuruddha Jayasingha said that Derana would protect and preserve the heritage and value structure of the Sri Lankan society and all programs on current affairs,music,comedy,culture and drama would be scrutinised to ensure that the language used in the programs would be of a positive nature.

Anuruddha said that the Sri Lankan television industry had been greatly influenced by neighbouring India and Derana would use the most advanced technology and knowledge of the Indian and other television industries to the local needs.

Powerhouse (Pvt.) Ltd is the holding company of Derana.Dilith Jayaweera and Varuni Amunugama Fernando are the joint Managing Directors.People in the Western Province can watch Derana on UHF 37 initially until the channel goes islandwide within a few months.

The channel will commence with five hours of programming (6.00 p.m. to 11.00 p.m.) daily which will be extended shortly.

www.ceylincoproperties.com

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