Local teledrama moves wheels of commerce

by Elmo Leonard

Local teledrama, more than any other medium in Sri Lanka is responsible for moving the wheels of commerce, especially those fast- mover, consumer perishables and durables. Not that teledramas are advertisements by themselves. But, the time before, after and during teledramas are used to bring on advertisements.

The highest concentration of advertising happens during Sunday night teledrama, when most people are at home. An estimate of the popularity of teledrama can be gauged by that 60 teledramas on average are shown per week. Some are continued daily, some weekly, while an estimated eight million people in this island are teledrama viewers.

Cricket, especially one-dayers, are packed with advertisements. But, cricket matches are seasonal and viewing cricket is limited to cricket fans.

The most popular teledramas are Sinhala teledrama, for these movies are shot in Sri Lanka with local actors and actresses taking part, and is a wholly Sri Lankan industry. The foreign input are the material as cameras and film reels.

Tamil teledramas are made in India and a royalty is paid for showing it on the small scattered silver screens of the homes. Nonetheless Tamil teledramas are very popular among the local Tamil cultured community. These Tamil teledramas are also exploited by consumer advertisers. Some Sinhalese and even English ads are made to appeal to the Tamil viewership, and English ads, to appeal to the Tamil viewership.

English teledrama comes from the developed world and the most popular are: Everybody loves Raymond, The bold and the beautiful and Girl friends.

The interest for these teledramas is generated from the discerning and affluent class of people, sometimes, idle housewives.

Capitalising on this huge television exposure, where hundreds of advertisements are shown per day, the third annual Raigam Teledrama Awards (2006) will take place on May 18, commencing 6.30 p.m.at the BMICH.

For, Raigam Marketing Services Ltd, Colombo 2, a company which began small ten years ago with eight employees in a hamlet of the Raigam Korela (division) and today counts 1,400 employees, the event is of immense economic importance.

For, it was during the staging of these teledramas that the Raigam brand of consumer products became known to the populace, and emerged a household word. Thus, to give back something to teledrama, the awards in review, will be an annual event, company chairman, Dr. Ravi Liyanage said.

The Raigam product range include soya meat in traditional flavours as mango, curry, fish, and even chicken and prawn and a range of biscuits and rice flour. These products are also sold in foreign countries where Sri Lankans are domiciled.

The awards will include the best teledrama, best teledrama director, actor, actress, child performer, supporting actor and actress, script writer, camera director, lighting technician, editor, audio recordist, make-up artist, music director, lyricist, male and female singer, single episode teledrama, most popular teledrama, teledrama actor and actress.

A few veteran artists and institutions that contributed to uplift the field of teledrama will be honoured with awards of appreciation. Winners will be awarded cash prizes in addition to the respective awards, manager promotions, Manjula Herath said.

The teledrama industry also provides a means of livelihood for those involved in its making. Among actors, a good example of a beneficiary is G. R. Perera, who took part in 650 teledramas and never won an award, until he won one for the most number of teledramas acted in.

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