Swarnavahini celebrates 14 years, eyes coverage in Jaffna, going digital

Thursday, 17 March 2011 00:30 - - {{hitsCtrl.values.hits}}

Completing 14 years of operations in the country yesterday Swarnavahini the premier television station has now set sights on going digital as well as expanding coverage to Jaffna.

Launched in 1997, Swarnavahini is owned and operated by one of the country’s largest, privately owned conglomerates, the EAP Edirisinghe Group of Companies.

Jeewaka Edirisinghe, the group’s Managing Director said in an interview, “This marks yet another milestone for our channel in the broadcast industry and while we look forward to the future plans of our station, our driving purpose is still deeply rooted in our commitment to innovate.”

Swarnavahini has since upheld its reputation of being an innovative TV channel. The station was the first to introduce morning programming in the country and the first to conduct outdoor workshops empowering women which were later broadcast on TV (Liya Sevana).

Explaining more about Swarnavahini’s future plans, Edirisinghe said, “We are excited to go digital in the near future and the flourishing economy in Jaffna paves the way where we can expand our transmission to cover the area.”

In its 14 years in the industry, the channel has also enjoyed significant growth in its viewership base producing many of the widely recognised television programmes in the country including the daily morning feature Mul Pituwa; Hapan Pedura, children’s progamme; and Rathu Ira, a popular talk show that has captivated the hearts and minds of the masses.

“As a media company, we strive to achieve balanced programming and try to remain unbiased with our views,” Edirisinghe continued. “I believe that these have also played a key role on our road to success.”

Swarnavahini has earned numerous national awards including Raigam, Signis, Sumathi and National Tele-Awards. Its primetime news programme, Live at 8, has also gained national and international recognition for its impartial and innovative programming and has been continuously rated the number one news programme in the country by the Lanka Market Research Bureau.

Since its inception, Swarnavahini has portrayed a key role in revolutionising the television industry in the country and its 14th year in the industry is a testament that the station is poised to soar to greater heights.