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‘Derana’ sour Chillies

By S. R. Pathiravithana

On Monday night as a member of the mundane public I got the chance of watching the Chillies Advertising Awards on Derana.

Yes, some times we even may get annoyed with it is an integral part of the modern day life and compelled to live with any chosen segment of the media. As a pundit once put it, advertising is "you trying to tell some body to buy certain merchandise when the person does not care or wants to be part of it. So obviously I was very inquisitive to know as to who were the people that were very successful in making suckers out of us.

Lo and behold the whole episode ended as one of the most boring evening entertainments that ever was flashed on my living room screen.

As the official TV sponsor of the event the "Derana" had obtained the exclusive rights right to telecast the event.I am sure even if it telecasted free of charge to the general public the final product should be of quality and substance. But, this telecast lacked both.

As a matter of fact the first thing that we realised was that the evening was not produced to be telecast. The lighting during the entire show was horrible and you could not see nor recognize half the people who received the wards.

On most of the occasions a single TV cameraman trying his level best to get a glimpse of what happening on the stage. At the same time the two presenters of the programme looked amateurs and were boring or just to put it simply, they were not advertising the event at all.

Finally, one felt that the adverting breaks in between were far…far… too long, sometimes running almost to half an hour at one break. That goes to prove that being the media sponsors is one matter, but, making a packet out of it by producing a half baked product for telecasting is another altogether.
Come on try to do it better the next time "Derana".

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