Rosmund, the driving force behind ITN success

by Premasara Epasinghe

Television is a marvel in the modern world. First U.S. Communal Radio Company was known as KDKA, which was established in Petersburg in 1922. In 1927 the British Broadcasting Corporation was launched. After about 52 years, in April 1979, thanks to Shan Wickremesinghe and Anil Wijewardena, the art of television was introduced to Sri Lanka.

Rosmund Senaratne

They are considered the pioneers of television in Sri Lanka. Later on, it grew up and the first television station was named as the Independent Television Network (ITN) under the stewardship of the great electronic media personality Thevis Guruge.

Today, ITN is considered as one of the leading television stations in Sri Lanka which presents quality programs. The ITN has risen to Himalayan heights under the chairmanship of experienced electronic media personality, Rosmund Senaratne. From 1979 to date the experience he gained first at Radio Ceylon as a technical officer, then, the SLBC, SLRC, ETV, Swarnavahini together with his discipline, and commitment, and his administrative brilliance, Rosmund Senaratne was able to maintain the ITN channel as the most popular channel in many aspects even after he took over the reigns on May 31 2010.

He is one of the most experienced chairman in the electronic media. He has covered all spheres of the television industry, namely engineering, programme, news and current affairs, commercial and management.

On a balmy evening, I met Rosmund Senaratne and discussed the secret of the ITN success.

Senaratne, the unassuming Anandian,said his philosophy is simple, that he and his board of directors, staff about 650, are committed to help the national and economic development of the country.

He is also committed to develop the aesthetic value of viewers and listeners of ITN, Lakhanda, Vasantham TV and Vasantham Radio. The ITN gives a complete package of programs and have the best resource personnel who handle them.

“Our greatest asset is our staff. They are creative and dedicated. We guide them. We are committed to show the world the massive, gigantic development work of the country,” said Rosmund Senaratne.

A notable feature of ITN is that after Rosmund Senaratne took over, year by year its revenue increased and the highest revenue was recorded in 2011. Profit growth was 57 percent. This is a significant achievement and the revenue further increased in 2012. He believes in cost cutting, productivity and efficiency.

They have paid a substantial amount of dividend to the Treasury in 2012 and paid their income tax dues to the government.

The profit they earned is now utilised to build the infrastructure facility to meet future competition. The new five storey studio complex under construction incorporates full fledged studios with high definition cameras and equipment, three main control rooms, a library and auditorium.

A large outside broadcast vehicle with digital cameras and equipment will also be completed soon. The new technology with file based media asset management will be used shortly to enhance the quality and efficiency of television broadcast. Two more five-storey buildings are in the pipeline to fulfil the office space requirement. A new vehicle fleet was established to improve transport facility.

At the time he assumed duties in 2010, there was only the ground floor at the Torrington Square Commercial office and later four storeys were constructed as a complete commercial office complex.

To motivate his staff, instead of bonus a “Performance Appraisal Payment System” was introduced. The staff benefited by a highest ever income through the newly introduced system.

Many seminars and workshops on education and performance were conducted to improve productivity. Presentation of news was improved by introducing male and female readers and incorporating special segments to the daily news bulletins. There was a significant improvement in religious and cultural programs .

The new program such as Venasa and Sanhinda won awards and ITN won the highest number of awards. It won 22 awards recently in addition to securing consequently the prestigious award for Business Excellence.” ITN has the widest TV coverage and was further expanded by establishing a new transmitting station at Madulsima (Passara, Badulla) which covers the eastern region.

The ITN news is so popular that during the time I was in Scotland, United Kingdom, I noticed that many Sri Lankans watch ITN news and some prestigious programs, through the internet.

Another plus factor for the ITN is that their producers, presenters and the staff are competent and very helpful to guest artistes. Their etiquette is excellent and maintain a very high standard of public relation.