Audience Opinion on the Current Progression of Teledramas Broadcast on the Independent Television Network (ITN)

Abstract

A distinct difference can be observed in the content of teledramas currently broadcast on the Independent Television Network (ITN)—the pioneer and oldest television channel in the Sri Lankan television medium—compared to their inception. At present, teledramas broadcast on ITN are being produced to capture audience appeal by identifying the needs of the younger generation, while depicting various themes, living characters, and social facets. Consequently, an ideological discourse is currently emerging in society regarding the themes and visuals of these dramas.

The primary objective of this research is to study audience opinion regarding the changes in the composition of teledramas broadcast on ITN. The questionnaire method was utilized to study audience opinion, and a sample of 50 individuals from the Gampaha District in the Western Province who watch ITN was selected using a specific sampling method. The study selected teledramas broadcast on weekends after 8:00 PM over a period of five years and examined audience views regarding their composition (themes, actors, characters, and settings).

A qualitative research methodology was employed for data collection, while the content analysis method was utilized for data analysis. Data analysis revealed that a majority of the youth audience was inclined to watch teledramas broadcast by ITN during the period from 2018 to 2023. Priority has been given to high-quality teledramas by new directors and producers that feature limited episodes, ideological social topics, and adventurous themes. However, a critical discourse has emerged in society regarding the trend of producing teledramas that challenge Sri Lankan culture, traditions, and morals, as ITN has moved away from its institutional traditions to prioritize audience preference in drama production.