Dialog Television Hosts ‘An Exclusive Evening’ to Explore the Future of Media in Sri Lanka

Photographed from left to right: Isuri Alahakoon, Manager - Corporate and Sustainability Communications, Dialog Axiata PLC; Sabry Haniz, Vice President and Director at MullenLowe Sri Lanka; Lalith Sumanasiri, Managing Director at Ogilvy Digital, Ogilvy Media, and Geometry Global; Lakindu Herath, Associate Director - Strategy and Integrated Media Planning at Wavemaker; and Kavi Rajapaksha, Chief Marketing Officer at Sunshine Consumer Lanka.

Sri Lanka’s media industry is in the midst of undergoing a significant transformation. New technologies, changing consumer behaviours, and the rise of multi-platform engagement are redefining how brands reach and connect with audiences. Against this backdrop, An Exclusive Evening hosted by Dialog Television at Cinnamon Grand, Colombo, provided a timely platform to explore the future of media in the country.

The event brought together key players from across the media and marketing industries, creating a unique space for inspiration, collaboration, and meaningful dialogue. More than a showcase of Dialog Television’s capabilities, the evening served as a platform for insightful conversations around the evolving media ecosystem in Sri Lanka – highlighting both the industry’s need to adapt in order to remain relevant, effective, and impactful in this increasingly complex media landscape and the opportunities this evolution offers to brands, agencies, and content creators alike.

A highlight of the evening was a thought-provoking panel discussion on ‘The Future of Media in Sri Lanka’. Moderated by Isuri Alahakoon, Manager - Corporate and Sustainability Communications at Dialog Axiata PLC, the panel featured some of the industry’s most respected voices: Sabry Haniz, Vice President and Director at MullenLowe Sri Lanka; Lalith Sumanasiri, Managing Director at Ogilvy Digital, Ogilvy Media, and Geometry Global; Kavi Rajapaksha, Chief Marketing Officer at Sunshine Consumer Lanka; and Lakindu Herath, Associate Director – Strategy and Integrated Media Planning at Wavemaker.

The conversation flowed through a range of timely and critical themes – from the enduring relevance of television in a fragmented media environment, to the rising importance of integrated media planning, the central role of compelling content, and the need for advanced, human-centred audience targeting.

Sabry Haniz opened the discussion by challenging the notion that television is losing relevance. “Television is not obsolete—it’s evolving. In countries like Sri Lanka, it remains a powerful force for connection and communication, but its future lies in embracing digital collaboration, local storytelling, and diverse voices. The future of TV won’t be defined by screens, but by the stories that resonate,” he noted, setting the tone for a conversation focused on transformation through innovation.

Building on this, the focus shifted to how brands must reimagine their planning strategies to meet the realities of a multi-screen world. As today’s audiences move seamlessly between television, mobile, and other platforms – digital or otherwise – consistent and connected messaging has become more important, and more complex, than ever before. The challenge isn’t merely to appear across every platform, but to ensure the message remains cohesive throughout. This is where Integrated Media Planning (IMP) comes into play, particularly in hybrid media markets like Sri Lanka.

“In today’s horizontally expanding and fragmented media landscape, Integrated Media Planning is no longer an option but a necessity,” said Lakidu Herath, drawing an apt comparison. “Like an orchestra, where each instrument plays a beautiful tune individually but creates a powerful symphony when coordinated, IMP strategically orchestrates media investments across diverse touchpoints to maximize deduplicated reach and ensure every rupee delivers optimal impact across the complex consumer journey.”

From strategy to substance, the discussion naturally shifted to the content itself. In a world of limitless choice, the quality and relevance of content remains the cornerstone of consumer engagement. As Kavi Rajapaksha put it, “The future is all about experience, and brand content quality is the most crucial ingredient in a successful marketing strategy. Whilst we cannot predict the future of TV or any other platform for that matter, one truth that will never change is the fact that people will always pursue great, engaging, relevant content, no matter the platform.”

The panellists also reflected on the need to move beyond demographics when understanding and targeting audiences. As consumer touchpoints multiply, behavioural insights and precision targeting have become essential. Lalith Sumanasiri captured this clearly, saying, “In today’s fragmented media world, effective audience targeting isn’t about choosing platforms, it’s about understanding people. When we move beyond demographics to mindsets and treat TV not as a silo but as a strategic anchor, we can craft experiences that are not just seen, but truly felt across multi-screens, throughout the funnel, and across the entire media ecosystem.”

The event also served as a space for professionals to connect and collaborate, exchanging ideas on how to better navigate Sri Lanka’s media evolution. As the event concluded, one message stood out: while Sri Lanka’s media landscape is rapidly evolving, the opportunities for brands and platforms are equally expansive.

Ultimately, An Exclusive Evening hosted by Dialog Television offered more than a glimpse into the platform’s evolving role in empowering brands through innovative advertising solutions, impactful content, and strategic partnerships. It served as a catalyst for essential conversations on the future of media in Sri Lanka – reinforcing the belief that with the right insights, tools, and collaborations, media in Sri Lanka can evolve not just to keep up with the times, but to lead it.