ITN WILL STRIVE TO REMAIN NUMBER 1 : ROSMAND
We are always on the alert regarding market trends. Our aim is to enhance the quatity of our outputs
ITN Chairman Rosmand Senaratne said the channel was able to retain the number one slot largely due to the commitment and dedication of its employees. “Reaching the top may be easy, but remaining there is the biggest hurdle. We have been successfully doing it during the past few years. Competing with 18 television channels and being the number one is indeed a challenge,” he told Daily Mirror Impulse..
“We are always on the alert regarding market trends. Our aim is to enhance the quality of our outputs. Having worked at Rupavahini, Swarnavahini and ETV, the experience I gained there has really helped me work as a team towards the success story of ITN,” he said.
There are allegations about the over-dose of tele dramas in your channel?
“One must remember that this is a state institution and we are duty bound to dish out wholesome entertainment that will change the mindset of the people in a positive manner. There are times that we too fall prey to trends in society. We are now getting good scriptwriters to do stories for us in a bid to produce people-friendly tele drama creations. We shall always see that the best is given to people while safeguarding market interests too. But we can’t make changes overnight. You will certainly see the change unspooling gradually. There is no room for any allegation with regard to tele drama belts because I am personally looking into that area.
your views in general about the television industry in Sri Lanka?
The first question one may ask is whether a country like ours needs this number of television channels. Of course, there is the good and bad sides to it. The good side from the viewers point of view is that they get a choice for variety. The negative side is that there may be attempts by some to use unethical means to compete and stay in contention. This is the biggest challenge.
your future missions…?
The transition to digital technology is now in progress which will help us undertake mega projects in the future and remain on top.
are there full Hd tv channels in Sri Lanka?
No, so far we do not have such a channel which uses HD technology from camera to the final output. If there is such a channel viewers will need separate equipment fixed to their TVs to watch those programmes. But the HD technology will hit Sri Lanka soon.
there are common charges against heads of state institutions over abuse of power or resources. How do you see this situation?
It depends on the individual. In my case I am used to a lifestyle filled with understanding, dedication and curbing unnecessary expenses. That’s the secret to my success. There is no short cut to success. I apply these qualities in my capacity as ITN chairman too. Last year our income rose by an unprecedented 18%. The income in the first quarter this year is almost 30% compared to the corresponding period last year.
what moves have you taken towards the welfare of employees?
I always believe that our employees deserve a pat on their backs for the success we have achieved so far. I was instrumental in enhancing the existing insurance scheme and giving the employees additional benefits.