GENIUS IN MULTIMEDIA SUNIL RATNAYAKE A DOYEN IN TECHNOLOGY,, CREATIVITY , MARKETING,ENTRPRENUER REMINISCED IN HIS UNBLEMISHED EFFERVESCENT VOYAGE SINCE 1986 – By Sunil Thenabadu
Sunil Ratnayake acclaimed producer,director,lyricist is the Managing Director/ CEO/Chairman Teleview (pvt) Ltd ) established in year 1986 is someone very independent, persevering and likes to take up challenges that come his way.Sunil had started virtually from scratch had worked his way up in a prudent and wise ascending sequence He is currently a genius as a multimedia specialist,content creator cum digital marketer who spearheads a complete design of the company’s online presence utilizing the latest advanced photoshop techniques for virtually nearly four decades to enhance imagery and graphics resultant in the abundant upsurge in web traffic and social media engagement to unprecedented tall elevations. Sunil Ratnayake as a Multimedia Specialist, Illustrating is decisive because it supports advanced tools for route graphic design, enabling the creation of accessible and high-quality visuals for varied media formats following crisp strategies and approaches in his inimitable elegance
He was educated at Rahula College for his primary education while his secondary education was at Maliyadewa College Kurunegala possesses a Masters in Business Administration (MBA) from the University of Wales
Sunil Ratnayake had commenced his prolific creative career as a hobby. Previously he was working at the Buildings Department as a technical officer. One day he had read an article about the Betamax recorder.He had sent money to his brother who was working in Saudi Arabia to bring him a Betamax recorder. His brother had obliged him by bringing a Betamax recorder and two Betamax cassettes. He had begun doing a lot of shooting using these new machineries. Later some of his well-wishers had given him some technical appliances that were needed to do his designed productions. One day Sunil had managed to show a program that he had made to the then Prime Minister Ranasinghe Premadasa.on ‘Badulu Siriya’ been impressed by my program by ‘ watching,he had recruited him to the advertising division of the Highways Department and was assigned to do a program called ‘Marga Sanwardana Sathiya’.
Subsequently he had joined Sri Lanka Rupavahini Corporation in the Badulla district as the news correspondent..Sunil had invested the money earned on purchasing high level technology equipment with which he could make better productions like his initial production “Randoratuwa”.Gaining experience in a sequence Sunil Ratnayake was able to float his own first venture termed ‘Surasi Tele Films which was changed subsequently to ’Teleview”. Which is now functions as ‘Teleview Worldwide’ This promotes the Sri Lankan teledrama industry and introduce talented artistes to the international arena are the main goals and aspirations through his reputed organization On his personal thoughts on the teledrama industry in Sri Lanka a few decades ago Sunil had added ‘There are ample opportunities for the industry to grow’, if the obligatory measures are adopted well, he could take the industry to a much higher level. At the start then the teledrama industry records Rs 1 billion revenue of which Teleview’s contribution to the total earnings of the industry accounts only to 10 percent one and half decades ago in year 2011. When questioned on the available opportunities accessible for industrialists in this industry the answer was there are ample opportunities in the international market when it comes to teledrama productions and other related activities. We need to grab the abundance of openings in the global markets. To do that we need to have sound professional expertise with top level tools ,innovation and creativity
In year 2011 Sunil Ratnayake added in addition must team up with high profile people in the international markets and have to use their abundance of talents when producing teledramas along with other industry related activities while infusing adequate money into creations. We could also easily enter the Japanese market when it comes to TV productions and other related activities as Japan pays the highest sum of money for creations in the world. When asked from Sunil on what are the major stumbling-blocks he observed in this industry
Speaking of his humble beginnings and the 25-year journey Ratnayake, the Chairman of Teleview reveals that his interest in video only began as a hobby while working as a civil engineer at the Highways Department. It was during this time that a documentary he had created on the Badulla district called ‘Badulu Siriya ‘had caught the attention of the then Prime Minster Ranasinghe Premadasa and got him hired as a videographer, later leading to his first teledramas Ran Doratu and later the more popular Bhagya.
Teleview was officially started in 1986 as a television programme production house with only 8 staff members primarily involved in teledrama production. “Today we are a multimedia production house having expanded to Business Process Outsourcing (BPO), international production and marketing, training academies, TV commercials, home entertainment, rural marketing and event management,” recounts Sunil Ratnayake.
Furthermore, he has produced the highest number of teledramas in Sri Lanka and Teleview is today the oldest surviving production house in the country. Apart from the production of Dandubasna Manaya which won the most number of awards in the Sri Lankan teledrama industry, Teleview is also the creator of Sri Lanka’s first ever 3D television commercial which also won gold, the longest running commercial running for ten years and Sri Lanka’s first ever science fiction teledrama Bhavathra, taking the local teledrama industry to the next level.
The company was further revived after 2004 when the founder was sent to Japan on a scholarship offered by Japan’s Ministry of International Trade and Industry. From Japan he brought into Teleview management concepts such as Lean Management and 5S, and soon received the Entrepreneur of the Year award, Business Excellence award and the Achievers award. “When he returned from Japan he transformed the company into a business model by incorporating the Japanese systems and became the only person in the entertainment industry to receive both creative and business awards,” explained Sunil Ratnayake. As a result, he is currently the president of a committee appointed by Minister Basil Rajapaksa to take the 5S concept into schools, factories, other institutions and households and is in the process of producing a teledrama to take the message through.
Projecting the future of Teleview and portraying the company’s journey beyond the 25th year, Sunil Ratnayake states that his next goal is proceeding to the international market and getting into joint productions with international studios and producers. “We should go beyond the country, we must retain the money that goes out; if Sri Lankan TV is to ever compete in the international arena, it has to seriously rethink its strategy,” he highlights pointing out that Sri Lanka is home to a host of traditional folktales and anecdotes such as the Jathaka katha that can be brought into life on screen and in turn taken into the global arena. “We have the talent, and the resources we just need to use it and do something for our country,” he concluded
Inspired by a Betamax player and a vision for success, Sunil Ratnayake who stepped into the television production industry in the early 1980s is today a veteran in the multimedia entertainment sector,. He is also Sri Lanka Tourism’s Consultant for Global Film & TV Productions
Attendees of this year’s FOCUS event will have the chance to discover Sri Lanka’s production industry, courtesy of the Sri Lanka Tourism Promotion Bureau. Joining the Bureau will be Frames TV & Film Production, Crew for Shoots, Sky Entertainers, Asian Film Location Services and Working Ants Productions.Sri Lanka Tourism will be hosting a FOCUS session dedicated to the topic of Sri Lanka’s potential for film tourism and the locations that are available to suit projects from around the world.
Chaminda Munasinghe, Assistant Director of PR at the Sri Lanka Tourism Promotions Bureau states: “Sri Lanka has been hosting filmmakers from around the world since the 1950s. Our island nation offers a variety of spectacular locales from misty mountains with lush greenery, natural waterfalls, tropical forests, exotic wildlife and golden sun kissed beaches. Ancient cities and bustling modern cityscapes with architecture of the colonial era, influenced by the Portuguese, Dutch and British. Most locations are approximately two hours from each other, making Sri Lanka the ideal film location destination. With our participation for FOCUS, we expect to increase awareness about Sri Lanka as a production hub and showcase our beautiful natural and man-made locations to the UK industry.”
Priyanga T. Kumarasiri of Crew For Shoots details: “even though there are many TV commercials and feature films that have been shot in Sri Lanka, the country has not been advertised or presented properly in the international market. We have conducted our own promotional campaigns on an individual basis, but never has Sri Lanka had such a large presence at an industry event. Therefore, after establishing the International Film Producers’ Association of Sri Lanka (IFPA) we had discussions with the National Film Corporation and the Sri Lanka Tourism Promotion Bureau to promote film tourism in Sri Lanka. Sri Lanka has much to offer as a location destination and we are blessed with 365 days of summer, an ideal environment for filming purposes. I shall take the opportunity to invite producers to send us your inquiries and see what we can offer for your next project.”
Shyaman Presmasundara of Frames TV & Film Production adds: “this will be the second year that Sunil have participated at FOCUS thinks the event is a great opportunity for the Sri Lankan film industry to reach Europe. Before the war, Sri Lanka was a popular destination for international projects but there are some lingering misconceptions about the level of security in the country. This will take some time to fix, which is why FOCUS is so important for us as a chance to meet international filmmakers and explain what Sri Lanka is really like.”
FOCUS is the only European audiovisual event to offer content aimed at all the creative screen industries and it is the only UK event to bring in film commissions, locations providers and production service companies from over 50 countries. This event was held at London Business design centre on December 5th and 6th 2017 with participants from 160 countries. Sunil Ratnayake was deservedly the sole participant from native Sri Lanka
Sunil Ratnayake predicted that there is Rs. 2 billion worth of Sri Lankan tele drama content going to waste since only a few out of around 1,000 locally produced programmes really go on to become popular or even viewed by the audience. This is due to a lack of professionalism and knowledge, according to Sunil Ratnayake, an industry veteran whose company Teleview was one of the pioneers in local video production when it started 25 years ago this month. Speaking to the Business Times Sunil Ratnayake is also the first to admit that he himself was interested in video first only as a hobby. Coming from very modest beginnings, during which he had to walk 3 km to school every day; Mr. Ratnayake served first as a Civil Engineer with the Highways Department. As such, he can attest to the fact, first hand, that many in the profession today lack formal training, which can only be properly remedied with a renewed focus on technical skills training.
Entering the industry more than 25 years ago, first by earning enough spare money to buy a Betamax player and then working in Saudi Arabia for four months to afford a video camera, he later did a documentary about his home district of Badulla that caught the attention of then President Ranasinghe Premadasa and got him hired as a videographer. However, it was ultimately through a job at state television channel Rupavahini that resulted in his first training in the area.
Even 21 years after setting up Teleview, Sunil Ratnayake reveals that he treated this business as just a hobby, albeit a lucrative one, and it was only four years ago, after he received technical video training (AOTS) thanks to a scholarship from Japan’s Ministry of International Trade and Industry, that his business acumen evolved enough to propel Teleview to a medium sized company that earned Rs. 40 million in profits in 2009. It now also has several new revenue streams: Outsourcing work in Computer Aided Design (CAD) drafting and design, and even animation, for the Middle East; documentaries and tele serials for Japan’s NHK television channel; in-flight entertainment for Emirates, , etc.; video production training academies; home entertainment; and rural-based event management and consumer activations.
These are big steps for Teleview, which had its start making tele dramas and documentaries almost exclusively for the government, the biggest customer for Sunil Ratnayake’s products 25 years ago. However, he is quick to point out that his major income is still from tele dramas with these now being sold primarily to privately-owned Sirisa TV as well as Rupavahini. In fact, Teleview is the biggest local producer of tele dramas today, with earning from training academies also being a significant part of the business. Additionally, he notes that, while Teleview had started its first video village 12 years ago in Badulla, it is only in the last four years that another had been set up in Maharagama with a third facility about to be finalised soon. All this is a result of Rs. 400 million already having been invested in upgrades in facilities, equipment, skills, etc. Another example being investments in high definition cameras, a requirement for any content supplied to NHK.
However, while the make-up of business has changed from mainly public corporations such as the Tractor Corporation in the 1980’s to today’s overwhelming private companies focus; clients like Bank of Ceylon, Cargills, HNB, Peoples Bank have remained with Teleview since the very beginning. Meanwhile, the future for Teleview, according to Sunil. Ratanayake, is international markets and he spends a considerable time attending trade fairs through which, in addition to his activities with the Japan Sri Lanka Technical and Cultural Association (JASTECA), he has made many inroads into Japan and even the Middle East, with two projects in the works in the former and a further six completed in the latter.
Now in Teleview’s 25th year, Sunil Ratnayake is also confident, now more so than ever, regarding the direction in which his company is heading. Modern practices such as 5S and Kaizan today rule the roost, and serve to keep costs down, while Teleview’s varied offerings, from tele dramas to television commercials to documentaries to directing to casting to elaborate sets at its video villages and even any aspect of the entire production process, allow it to maintain its edge into the future. He also adds that he has plenty of access to funding, an Initial Public Offering is not an immediate consideration; implying he has all the necessary pieces already in place to secure his company’s next 25 years.
Sunil had shared the video cassettes with late Upali Wijewardena, who also had a television set and a video player. The former Chairman of the Board of Investment Upul Jayasuriya was practicing in Badulla then had made a valuable link also between myself and Upali Wijewardena to exchange video cassettes. One day, Sunil had noticed that the Betamax video recorder had a recording icon. wanted to get a video camera but didn’t have money.
He had worked at the Highways Department as a Civil Engineer and sought a job in Saudi Arabia to save money to get the camera although he didn’t know how to do video recording. Sunil had worked in a company which constructed power plants under a five-year plan. Where he has had a good training on videography as he had to shoot the landscape of the proposed power plants, views of the people in the vicinity and even the details about the hard materials like soil, rock pieces and sand available in the location. To which he has had to do the presentation using the video clips. having worked for four months and 21 days collected money, to by a camera and returned to Sri Lanka.
Sunil was surprised that he could do wonders with that primitive video camera and I did my first video documentary called ‘Badulu SiriyazXzzzzz’ which gave the kick start to embark on his 30-year-and beyond long journey. The then Minister Vincent Dias had shown the video to the then Prime Minister R. Premadasa, who gave me the chance of becoming a provincial reporter of the Badulla District for Sri Lanka Rupavahini Corporation (SLRC). While doing reporting from Badulla, Sunil had learnt the inner and out of video technology from the to which he had paid gratitude to the then Deputy Director General Technical Rohan Perera for giving him the opportunity.
Thereafter, Sunil had got the a professional Sony three tube colour broadcasting camera for Rs. 1.3 million in year 1983 had commenced the production house called Surasi Television but shortly changed it into Teleview in 1986.S
In year 2017 Country’s oldest production house Teleview’s Chairman and Managing Director Sunil Ratnayake recapped three decades of pioneering, entrepreneurial and artistic initiatives said film tourism can be SL’s next highest foreign exchange earner possessing the latest technology, creativity and marketing are ingredients for a successful film and tele-series industry Most SL television viewers have a low taste for tele-dramas hence Tele-drama producers need to be with the mega tele-series trend to retain in the industry with no Government support received so far the opinion of Sunil Ratnayake. With highly-talented producers, SL cinema are reaching the international markets is not a distant dream was added by the doyen in the industry Sunil Ratnayake. Sri Lanka, which is known to be a natural film location, would soon be promoted as a destination for film tourism among international film producers, the Consultant of the Global Film and Television Production of the Ministry of Tourism and award winning tele-drama producer Sunil Ratnayake had conveyed that in year 2017 The then Government was keener than previous governments to promote the film and tele-series industry. “He hoped that we can take this industry to the international market and also make Sri Lanka a destination for international films like New Zealand which practices film tourism to a tall height, to bring more foreign exchange, “In a frank interview with a newspaper Sunil Ratnayake, who is the Chairman and the Managing Director of the country’s oldest production house, Teleview, recalled his 30-year-long journey in the tele-drama industry, the achievements, the successes of his business model ,on the future of the industry.The 30th anniversary was celebrated in a grand scale at the BMICH with the participation of board members. Politicians John Amaratunga, Dr Rajitha Senaratne, Thilanga Sumathipala, Sarath Amunugama and many actors., actresses directors all other personnel involved in many sectors. Many actors’ actresses and directors. producers participated in this glittering ceremony where many parts of his episodes in tele dramas songs were displayed. Jackson Anthony made an impressive introductory speech Many actors and actresses like Manjula Thilini, Gihan Fernando, Asha Edirisinghe,Avanthi Aponsu, Douglas Siriwardena, Ishara Sandamini, Anura Pathirana,Meena Kumari,Dr Ranil Jayasena Professor Patrick Ratnayake, Lalith Ratnayake,Sangeetha Weeraratne,Wasantha Vittachchi and many others participated added they were made artistes by Sunil Ratnayake.All added that it was the Teleview of Sunil Ratnayake who made them actors and actresses.
Sunil Ratnayake had been conscious and very enthusiastic about developing technology had always brought the latest video cameras in the world having purchased this camera system with the ultra-prime lens package and other necessary equipment for Rs. 100 million. Which over 80% of the Hollywood productions use these German-made camera systems.His main purpose was to get foreign exchange to Sri Lanka by making the country a destination for films as there are vivid locations to suit for filming. Renowned Hollywood filmmaker Steven Spielberg, had been here in Sri Lanka to shoot his Indiana Jones trilogy, ‘The Temple of Doom,’ had said “Sri Lanka is a natural film set”.
Sri Lanka’s beautiful geographical natural locations were selected to film Academy awarded movies –filmed in Sri Lanka v.i.z.,‘The Bridge on the River Kwai,’ ‘Indiana Jones’ and ‘Water’. Therefore following them though during the war era it was not possible but we have to use this opportunity to make Sri Lanka a film destination to attract more world renowned film producers. Recently we have earned Sterling Pounds 3.2 million foreign exchange from the British TV series for Season 1 called ‘Karma Hospital’ as it was filmed here. They also created job openings for over 200 locals including technical staff in the film industry. Forty-eight top class British artists had stayed in Galle for over six months and this has also created livelihood opportunities for villages and restaurant owners.
Sri Lanka is being automatically promoted as a unique tourist destination when the international films, which are shot in Sri Lanka, get telecast and launched theatre broadcasts. Previously, they had to hire the high tech camera systems from neighbouring countries at higher costs when they were shooting films in Sri Lanka. But, it is learnt that we can attract more international film producers as the Arri Alexa Super XT camera system with ultra-prime lens package with required other equipment which are now available in Sri Lanka. Most of the films nominated for Oscars were shot using Arri Alexa camera systems.
Sunil had observed that the heavyweights in the local film industry have commended the availability of Arri Alexa camera system locally and they are positive that we also can produce world class movies using the latest camera technology. We had a grand launch of the Arri Alexa camera Sunil had added he was happy to hear when Hans Salzinger, the Global Director Sales of Arri Camera who was greatly impressed by the launch organised by him saying that he wanted to hire me for their next camera launch in the Hollywood.. Sunil totally agrees It is three-fold. latest technology, creativity and marketing are the main factors that blend to create a successful film industry. Otherwise, it is difficult for a producer to retain to make a name in the industry.
Sunil believes that he is blessed with these three factors. It is the secret in him winning several prestigious awards – Entrepreneur of the year, Business Excellence and the Achiever of the Year by different Chambers of Commerce. At many local awards ceremonies it was Sunil Ratnayake who always received awards.One at a ceremony attended by Thilanga Sumathipala quipped that out 28 awards Sunil Ratnayake had captured 24 coveted awards at the Sumathi Tele awards in a particular year Since year 1986, Teleview has produced the highest number of tele-series in Sri Lanka and has become the most award winning company in the country. It is a remarkable journey started with my first tele-drama – Randoratuwa, which won the most popular tele-drama award in year .
The best example for creativity work of is the historical tele-drama ‘Dadubasnamanaya’ produced in 1995. We won a total of 14 Sumathi Tele Awards also had won eight awards at the UNDA award ceremony in the same year.
Sunil had been elected to follow management courses in Hong Kong, Japan and Singapore. After which Sunil had transformed Teleview into a business model incorporating Japanese management strategies. This made him to become the only producer in the entertainment industry to win both creative and business awards.”
Sunil is of the view that the quality of the stories has dropped significantly as most of the tele-series are revolved around love stories and family issues. There are about 25 tele-series always lined for telecast in all TV channels.
TSunil had quipped that in those days, it had taken three or four days to produce one episode but now it takes just one day to shoot two episodes. On the other hand, the taste of most of the Sri Lankan television viewers have also dropped and they like to watch tele-series that deliberate to their emotions.
Sunil is of the stand that nearly 30% of the viewers still want quality tele-dramas but the TV channels are unable to cater them as the production process is costly and time-consuming. Most of the reputed producers are also caught in this trend as they want to survive at anu cost in the field.
Most importantly, Sunil adds can’t remain in the field if we deviate from the trends. Otherwise, we must quit the field. This is a business and within this business he is trying my best do quality productions while being in the trend. If the trend is for mega tele-dramas, we will also compel to produce mega tele-series, but they should be high end tele-series. Teleview always wants to maintain their reputation for producing quality tele-series – be it a normal tele-series or a mega series.
there is an impact to our teledramas with the intervention of Korean and Indian tele dramas. But the TV channels also need finances, as they are struggling as they are not getting enough profits. They also lack finances to produce these mega tele-series. The cost is much less when one get a foreign tele-series and dubbed into Sinhala than producing similar tele-series. Even though, local tele-series industry has been badly affected, we have no options due to poor financial situation.
Sunil does not totally reject these mega tele-series as they give the opportunity to our viewers to enjoy high quality mega tele-series like ‘Ashoka,’ which is historical and produced on a massive financial budget. The tele series ‘Oshin’ is another quality mega tele- series, which became very popular among local viewers.The area of commercials is an area which creativity plays a major role. Sunil’s team proved it and bagged the SLIM Gold Award for the Most Outstanding Television Commercial in several times during past years. Teleview is the pioneer in introducing digital 3D animation technology to the industry and my team has created the country’s first 3D animated TV advertisement – Vanik ‘Road Roller’.
When questioned What was the purpose of establishing the Teleview Technology Academy Sunil Ratnayake added that when he was doing his tele-dramas had found that the technical staff, recruited from the film industry, were not professionals and sometimes it was difficult to work with them due to lack of efficiency. He had also faced the issue of getting trained technical staff when those who were well-trained under him were hired by other TV stations. When this happened, he had got really disturbed and wanted to find a solution as his trained staff had left Teleview and it had badly affected their production processes. This was the main reason that Sunil had started the academy. by recruiting the best from the courses as my technical staff while the others were hired by the other TV stations.
However, today Sunil is happy that most of the top posts in the technical side of all the TV stations are held by the students of this academy. They are very disciplined and creative technical officers. With the introduction of the 3D technology and winning several prestigious awards by the Teleview, when more students enrolled in the academy. This offers the young production enthusiasts an opportunity to train under reputed professionals in the industry.After completing thirty years Sunil’s main dream is to upgrade the academy into a university, which offers degree courses, post graduate diplomas and master degrees. He is are planning to open the Teleview Technology University from next year. Now, we are collaborating with some of the reputed universities in the world to introduce these courses.
The academy is affiliated with the Institute of International Management in Hong Kong to offer diplomas. We are going to expand our academy to have island wide centres and have plans to set up another Teleview Village in Haputale. The other two Villages, which are permanent shooting locations provide latest filming facilities, are at Badulla and Maharagama.
On the assistance rendered by the government Sunil Ratnayake had aired his views saying nothing but they have an interest to upgrade the industry. Being a Consultant of the Ministry of Tourism, he is doing an honorary service as he wants to use his resources and experiences to upgrade the film and tele-series industry to capture the international market. On the other hand, Sunil added that we can’t be begging and waiting for the Government to support us. If you have strength, creativity, professionalism and money, one needs to kick-start your journey in this field. This field is not a bed of roses. One has to make many sacrifices and need to have patience. Most importantly, be ready to learn more and be a professional in the industry. The sky is the limit for those who are enthusiastic to embark on this journey.
The Ministry of Tourism had appointed Sunil as the Consultant of the Global Film and Television Production. Here, He is promoting Sir Lankan productions and facilitating the international producers to come to Sri Lanka for shooting. His target is to promote Sri Lanka as a destination for film tourism like New Zealand. Sunil has already written ‘Bawathra 2’ and another tele-drama named ‘Beyond the Sky’ – a science fiction drama. Sunil also plans to start documentary film making, cartoon film production and movie productions to reach the international market. Since I am already into 3D animation and documentaries, my third target is to have a joint venture with Japan and China, where we must deal with top level local and international artists and technical crew. On the 15th March this year Sunil Ratnayake at the BMICH inviting many artistes both veteran and novice to sing the songs of his creations which was held at the request of one of his close associates.
Sunil at the end of three decades has added he humbly enjoy the happiness of giving a lot back to my country and people . But his last wish is to contribute more to the country where he was born and bred and the industry in which he has spent more than half of his life. He also has a distinct wish to contribute more to the environment, which gives life to us..All actors , actresses and technical staff would wish the Doyen Sunil Ratnayake in this this trade more and more intensity and strength to create more teledramas films and to pen lyrics.
