Sarasaviya touches gold

By Kalakeerthi Edwin Ariyadasa

"Saraswathie (Sarasavi) is a female deity in the sacred Hindu pantheon. Sarasavi is the patron goddess of art, culture, literature, aesthetics and human refinement. Incidentally, the weekly journal Sarasaviya is the only Lake House publication that bears the name of this great goddess.

Exactly 50 years ago, the top executive officers of the Lake House administrative hierarchy, arrived at a dramatic corporate decision. They resolved to launch a new weekly, dedicated to art, culture, literature and aesthetic issues.

They had a very valid reason for this policy move.

According to them, the ANCL (Lake House) placed a marked (and largely undue) prioritisation on political and social developments. This created an imbalance in their publications - focus. Totally mindful of their duty towards their wide-spread, loyal readership, they set about putting this situation right.

The happy outcome of this joint, and also praiseworthy perception, was the emergence of the new Lake House weekly - Sarasaviya.

Auspicious date

The date too was auspicious - April 12, 1963. This is popularly associated with the height of the annual New Year festivities.

Aruna Gunaratne: Present editor

Cover of the maiden issue

The intention of the founders was, that Sarasaviya will be the exclusive domain of arts and aesthetics - keeping such 'mundane' preoccupations as politics, entirely outside its periphery.

Those who remember the events that led to the birth of Sarasaviya cherish the solid corporate inspiration provided by two great personalities - Esmond Wickremesinghe and Ranjith Wijewardene - both ex-chairmen and ex-managing directors of the ANCL.

Founder Editor

Meemana Prematilake was the obvious choice for the Editor of the brand new weekly. Meemana, by then was a household name (to resort to the cliché). His lyrical writings had won popular ardour, making it a built-in asset to ensure ready readership acceptance of this new publication - Sarasaviya.

The name that proved a remarkable attraction was provided by Hakgalle P.K.D. Seneviratne and subsequently received the blessings of the Maha Sangha.

The impressive title logo was the creation of artist Talangama Jayasinghe. Over the long years, this art-work has not lost any of its original liveliness.

The cover-art of the inaugural issue was by artist G.L. Gautamadasa. A semi-abstract piece of art, it conveyed a sense of joy and jubilation, probably reflecting the spirit of the New Year.

Thematic loyalty

In hindsight, one cannot discern in the inaugural issue a clearly defined thematic loyalty. It did not proclaim its formal policy in an editorial manifesto. In a brief and somewhat generalised statement, on the front page, the declaration was made that the new journal is being brought out to provide "entertainment'. Beyond this vague avowal, the debut issue did not say any specific thing about what the new journal will do.

At the initial stage, its subject - matter was very much routine. It possessed all the departments that the other consumer publications would normally possess.

But within a short period of time, the journal acquired an impressive circulation.

To my mind, this achievement is partly due to its format. In a context of broadsheet newspapers the tabloid format of Sarasaviya, introduced a novelty.

Meemana Prematilake: Founder editor

Sarasaviya discovered its own identity and its special personality, when it evolved into a cinema journal. Sarasaviya became the chronicler of the fluctuating for tunes of Sinhala cinema, an art from that was rapidly burgeoning into the stature of mass entertainment numero uno.

Editors

The array of editors, who successively look charge of the helm, to direct Sarasaviya, contributed their own special efficacies to project a salutary image of the journal. In the course of the past 50 years, about 12 editors have guided its fortunes. What is exceptionally commendable is that their unified efforts having been highly successful in saving Sarasaviya from being a mere gossip sheet. Most other film publications deteriorate into narrow gossip columns and fade away. This triumph is due to a great extent in the high quality articles Sarasaviya published reflecting in-depth views about the medium. In a recent article, contributed by an ardent Sarasaviya reader, my name too has been mentioned as a writer who ensured an ennobled image for Sarasaviya.I must modestly say that I contributed a series on great products and outstanding personalities of cinema - both local and global.

I still do, mostly at the request of the present Editor Anura Gunaratne whose dynamism is the outcome of his steady study of important film personalities, cinematic works and also significant film publications.

Golden Jubilee

He must find the opportunity to celebrate Sarasaiya's Golden Jubilee as its present Editor, a highly joyous occurrence. But, in the 50-year evolution of Sarasaviya this is the most challenging time.

The publication graphics of our day, enable the production of inserts, to enhance the appeal of daily and weekend newspapers.No previous editor of Sarasaviya had this irksome ordeal to challenge him. But, the current "Golden' editor Aruna Gunaratna, has evolved an effective, sophisticated strategem.He has taken Sarasaviya on-line. Todate it is a much visited on-line site.

This way, the editor is ready to celebrate his Golden Jubilee, unperturbed by a troubling competition. We wish him and Sarasaviya well.

He is inspired by a long line of film-publication editors. Their experiences form an armour for him to withstand all forms of barbs.