Browsing by Author "Ruwanpathirana, I."

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Business model of free newspaper and Sri Lankan Newspaper Industry (A study on the behavior of newspaper readers)
(4th National Research Conference on Applied Social Statistics, Social Statistics Students’ Association, Department of Social Statistics, Faculty of Social Science, University of Kelaniya, Sri Lanka, 2018) Ruwanpathirana, I.
Information acts very important role in human society. Though there are many other sources of information, newspaper still plays an essential role as the conveyer of information. But as time went by the shape and format of the newspaper has been changed. In this context free newspaper was introduced to the world as a successful business model. Free newspaper is a publication which contains current news, published at least four times a week, revenue depends on the advertisements and available free of charge at public places in the city.Though many developed countries are doing business well with this concept, it’s still new to Sri Lanka. So if we are going to start a free newspaper in Sri Lanka, there is a question that, how Sri Lankan audience will react to this product. The behavior of consumer is more and more important when we are developing a new product or service. Newspaper reader is the ultimate consumer of a free newspaper. Therefore the main objective of this study is to find out the possibility to start a free newspaper in Sri Lanka by researching the behavior of newspaper readers in Sri Lanka. 100 respondents from Colombo city were taken in to the sample by using random sampling technique. Researcher was conscious to select commuters instead of just taking people who live in Colombo. It’s because, free newspaper is mainly published targeting the commuters in countries where free newspaper has got the popularity. Rational for selecting Colombo city is, it is the largest metropolitan city and major economic center in Sri Lanka. And that makes Colombo the most suitable location, if some company wishes to start a free newspaper in near future. Questionnaire survey was performed to collect data. The computer software SPSS 19.0 was used to analysis data and calculates values.It was found that the number of regular newspaper readers is low and highest amount of non-readers are teenagers who are in the age group of 15-19. When we analyze the behavior of Sri Lankan commuters, 54% people said that they do nothing during the commuting time. 23% sleep. 12% listen to radio or music. 8% chat with friend. Only 3% answered that they read something. It was proved that majority of Sri Lankan’s do not have a habit of reading while traveling. But it was revealed by this study that majority of people would like to have a free newspaper one day. But they have no idea what the free newspaper is. At last it was proved that though there are both positive and negative facts, people haven’t dumped newspaper yet. Even though there are a number of nonreaders, creative strategic plan can turn these non-readers to readers. It is a good opportunity which we can use creatively with new product to establish free newspaper concept in Sri Lankan newspaper industry
Contemporary Situation of Film Marketing Practice in Sri Lanka
(International Postgraduate Research Conference 2019, Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2019) Ruwanpathirana, I.
Film is an art form which is basically to entertain people through visual storytelling. On the other hand it’s a business which has been a huge revenue driver in the entertainment industry. However, not all films succeed with high profit margins. Success of a film depends on various functions and Film Marketing is one of them. According to the Film Marketing hand book “any activity that assists a film in reaching its target audience at any time throughout its life” is called as Film Marketing. The main stages of activity in the film industry are development, production, post-production, distribution and exhibition and there is a need to focus on marketing in all of these stages. Despite the very high number of Sri Lankan film halls, audience and film sales are very low. However, a cinema without audience doesn’t make any sense. Having audience is considered as a requirement for prosperity and development of the movie industry. This is where the importance of marketing a movie emerges. The aim of this research was to study the contemporary situation of Film Marketing practice in Sri Lanka. The research was conducted as a systematic inquiry. Secondary data were articulated such as books, research articles, articles on journals, newspapers, web sites and these materials were sufficiently utilized for the analysis. Due to the lack of secondary data related to film marketing practice in Sri Lanka, primary data were collected by interviews. Ten film directors, five film producers and three academics who research on film industry in Sri Lanka were selected using purposive and judgmental sampling technique. The research revealed that though world’s most lucrative film industries (Bollywood, Hollywood) has provided interesting case studies for Film Marketing, many of Sri Lankans even those within the film industry, understand marketing activities as the creation of posters and trailers, advertising and promotional activities in advance of a film’s release. They have no idea about the bigger picture of Film Marketing. On the other hand many film industry professionals do not regard what they do as marketing, although on a daily basis they are packaging each film and marketing it to a number of people.
Contemporary Situation of Film Marketing Practice in Sri Lanka
(19th Conference on Postgraduate Research, International Postgraduate Research Conference 2018, Faculty of Graduate Studies,University of Kelaniya, Sri Lanka, 2018) Ruwanpathirana, I.
Film is an art form which is basically to entertain people through visual storytelling. On the other hand, it’s a business which has been a huge revenue driver in the entertainment industry. However, not all films succeed with high profit margins. Success of a film depends on various functions and Film Marketing is one of them. According to the Film Marketing hand book “any activity that assists a film in reaching its target audience at any time throughout its life” is called as Film Marketing. The main stages of activity in the film industry are development, production, post-production, distribution and exhibition and there is a need to focus on marketing in all of these stages. Despite the very high number of Sri Lankan film halls, audience and film sales are very low. However, a cinema without audience doesn’t make any sense. Having audience is considered as a requirement for prosperity and development of the movie industry. This is where the importance of marketing a movie emerges. The aim of this research was to study the contemporary situation of Film Marketing practice in Sri Lanka. The research was conducted as a systematic inquiry. Secondary data were articulated such as books, research articles, articles on journals, newspapers, web sites and these materials were sufficiently utilized for the analysis. Due to the lack of secondary data related to film marketing practice in Sri Lanka, primary data were collected by interviews. Ten film directors, five film producers and three academics who research on film industry in Sri Lanka were selected using purposive and judgmental sampling technique. The research revealed that though world’s most lucrative film industries (Bollywood, Hollywood) has provided interesting case studies for Film Marketing, many of Sri Lankans even those within the film industry, understand marketing activities as the creation of posters and trailers, advertising and promotional activities in advance of a film’s release. They have no idea about the bigger picture of Film Marketing. On the other hand, many film industry professionals do not regard what they do as marketing, although on a daily basis they are packaging each film and marketing it to a number of people
A Desk Study: The Use of Public Relations in Promoting Films
(4th International Conference on Social Sciences 2018, Research Centre for Social Sciences, Faculty of Social Sciences, University of Kelaniya, Sri Lanka, 2018) Ruwanpathirana, I.
Film is an art form which is basically to entertain people through visual storytelling. On the other hand, it is a business which has been a huge revenue driver in the entertainment industry. However, not all films succeed with high profit margins. Success of a film depends on various functions and film promotion is one of them. Film Promotion is identified as a core of the journey of any film. Film directors and producers invest heavily on it and try various innovative strategies to reach out to the masses and create an impact in the minds and pockets of the cinema goers. This is where the use of Public Relations (PR) emerges. Public relations specialists believe that PR campaigns will be the next level of film promotions since many clients will go for it instead of marketing and advertising. The aim of this research was to study the emergence of public relations in world film industry and how films are promoted, branded, and distributed in all over the world through public relations functions. The research was conducted as a systematic inquiry. Secondary data were articulated such as books, research articles, articles on journals, newspapers, web sites and these materials were sufficiently utilized for the analysis. Due to the lack of secondary data related to Public Relation functions in Sri Lankan film Industry, primary data were gathered by interviewing three pioneer film directors and three pioneer film producers. Five international film production campaigns and three local film production campaigns were analyzed. Sample was selected according to purposive and judgmental sampling technique. The research revealed that with innovative public relations campaigns, world’s most lucrative film industries (Bollywood, Hollywood) has provided interesting case studies, which can be seen in the promotions of the films in near future. They have already proved Public Relations function is more beneficial than Marketing and Advertising. But most of Sri Lankan film makers are not aware of what Public Relations can do to make a film success.
Preservation of Films as Cultural Heritage of a Nation (Special Reference to Sri Lankan Film Industry)
(5th National Conference on Applied Social Statistics (NRCASS) - 2019, Department of Social Statistics, Faculty of Social Sciences, University of Kelaniya, Sri Lanka, 2019) Ruwanpathirana, I.
Film is a collective art form, the cinema is a highly synthesized art. It is incorporated with music, dancing, drama, poetry, literature, sculpting, interior designing, painting, martial arts and many other different expressions of human totality. And it communicates through visuals and sounds. Visual is dominant and the sound comes next. What are these visuals and what are these sounds? That’s nothing else, these are the visuals of what we see in our day today lives and what we here every day or these are something we dream, imagine. Films have documented this world for more than one hundred and twenty years. Filmmakers have captured how generations of people have lived, worked, and dreamed. Then the cinema is seemed to be a modern electronic chronicle which is successfully recorded all the complexities, paradoxes, lineal developments or downfalls of country’s human being. Sri Lanka has produced around more than 1310 main stream films & large amount of documentaries and news reels. And Sri Lanka is acclaimed for generating internationally demarcated film makers and their awarded films But Sri Lanka still doesn’t have at least one proper film archive. Forming a film archive is still an unsolved problem in Sri Lanka. The objectives of this study are investigating the existing film preservation practice in Sri Lanka and emphasize the importance of film preservation for a country as their nation heritage. This research was conducted as a desk study. This study has articulated number of secondary data. These materials have sufficiently been utilized for the paper. Preliminary data have been gathered by using personal interviews and did one case study in order to study some important areas of the research. It was found by this study that Sri Lanka does not have a state controlled technically organized system for film preservation. Since the country does not have a national film archive, this entity has been recognized as a lucrative commercial zone by the private entrepreneurship. Initially they were film enthusiastic people and film collectors who did not have a sufficient knowledge or the technology for preservation
A Study on Factors Affect on Acquiring English as a Second Language
(International Postgraduate Research Conference 2019, Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2019) Lokuliyana, A.; Ruwanpathirana, I.
English language skill is considered as one of most required skills in both educational and professional sectors in the modern society. After completing the school education students get chance to enter the state universities and this is where a graduate is being made according to universal aspects. Mass Communication and Public Relations are two global subjects which have been taught from very long time and English language skill is essential in both subjects in order to explore the academic and professional sector equally. However, every student is not given that privilege of learning the language properly. Especially when it comes to the non-urban areas of Sri Lanka, English language literacy is very law and in some areas it is zero. When a language is taught, the four skills of reading, speaking, writing and listening should be improved. During the process of learning, learner is affected by many factors in the second language acquisition process. The purpose of this research is to identify the ethnographic facts which affect on acquiring English as a second language. Under the qualitative research approach a questionnaire was distributed among 100 undergraduates who were selected randomly from the Department of Mass Communication. Additional information was gathered from secondary data sources such as research articles. It was proven by this study that undergraduates who belong to an upper social class background showed higher levels of English acquisition. At the same time it was revealed that undergraduates, who don’t belong to that social class but still showed higher levels of English acquisition, highly depend on school and private institution for learning English. The most important fact which was emerged through this research is, learning the alphabet and grammar do not support to acquire the language to the expected extent as long as there is a lack of practice in all levels of language acquisition. Contrary to these findings, it was also found out from this study that the undergraduates were highly motivated to learn English. However, higher motivation in itself did not result in higher levels of English acquisition for all undergraduates