Success Story: MediaCorps Watch – Redefining Storytelling in Sri Lanka

The Challenge:
In an era where misinformation and limited access to impactful narratives dominate, the MediaCorps Watch program sought to reshape Sri Lanka’s media landscape by empowering emerging journalists to produce compelling, socially impactful stories. This initiative aimed to foster democratic values, encourage responsible journalism, and address critical societal issues during pivotal moments such as the COVID-19 pandemic. The challenge was to produce and market this program effectively while ensuring its resonance with a broad audience across digital and traditional platforms.

The Idea:
INSEL Holdings, led by its Chairperson Vimukthi Dushantha, took charge of producing and marketing the program. The idea revolved around creating a platform that celebrated the voices of emerging journalists while addressing pressing societal concerns. MediaCorps Watch emphasized the transformative power of storytelling by blending rigorous journalistic training with a platform to showcase impactful stories.

Execution:

1. Production Excellence:
   INSEL handled end-to-end production, from conceptualization to execution. High-quality video segments were crafted to ensure maximum viewer engagement, focusing on themes such as health, education, governance, and the impact of the pandemic. The production team’s commitment to detail ensured every story maintained journalistic integrity and visual appeal.
2. Strategic Marketing:
   • Multi-Channel Distribution: Episodes were distributed across television, YouTube, and social media channels, ensuring a diverse audience reach.
   • Social Media Campaigns: Engaging posts, teasers, and viewer interactions helped sustain audience interest throughout the series.
   • Collaborative Promotions: Partnerships with the Sri Lanka Development Journalists Forum (SDJF) and the Center for Media and Information Literacy (CMIL) amplified the program’s reach.
   • Localized Engagement: Targeted campaigns focused on rural communities and emerging journalists to foster grassroots participation.
3. Innovative Approaches:
   MediaCorps Watch utilized emerging journalists’ perspectives, amplifying voices often underrepresented in mainstream media. Special editions addressed critical issues like misinformation during COVID-19, underscoring the program’s relevance.

The Outcome:

• Extended Reach: The program reached thousands of viewers across platforms, sparking meaningful conversations on issues often overlooked in mainstream discourse.
• Recognition: MediaCorps Watch became a benchmark for socially impactful journalism in Sri Lanka, with episodes widely praised for their relevance and authenticity.
• Empowered Journalists: Dozens of emerging journalists who participated in the program gained invaluable experience, improving their storytelling skills and contributing to the democratic media landscape.
• Sustainable Impact: MediaCorps Watch Phase III continued to blaze trails with a focus on online impact stories, demonstrating the program’s evolution and adaptability to new media trends.

Impact Beyond the Program:
The MediaCorps Watch series, funded by IREX’s Media Empowerment for a Democratic Sri Lanka (MEND) program, not only empowered journalists but also enhanced public awareness on critical societal issues. It became a testament to how innovative production and strategic marketing could create a lasting impact on both the media landscape and the broader community.

Conclusion:
Through its exceptional production and marketing strategies, INSEL Holdings and its Chairperson Vimukthi Dushantha successfully transformed MediaCorps Watch into a trailblazing program. It not only addressed the immediate need for impactful storytelling but also inspired a new generation of journalists to uphold democratic values and social responsibility in their work.