This document discusses the role of pro-development tele-dramas in social and cultural development in third world countries. It notes that tele-dramas provide entertainment for audiences but can also communicate important development messages. Pro-development tele-dramas remain an untapped resource for communicating about agriculture, health, education, and other topics. Examples from India and Israel demonstrate how tele-dramas have successfully promoted development goals. The document also provides examples from Sri Lanka where tele-dramas have addressed issues like family, tolerance, and cultural reconciliation.

1. Role of pro-development tele-dramas as an
important form of social and cultural
development
BA IN SOCIAL SCIENCES (COMMUNICATION STUDIES)
THE OPEN UNIVERSITY OF SRI LANKA
UMESHA JAYASENA

2. Introduction
Millions of new television viewers joining the
fold every year, form a huge potential audience
for development communication, a fact which the
Third World countries have so far either failed to
realize or are slow to come to grips with its social
importance.
For Third World countries, teledrama the
television’s principle communication wing, is
mainly for entertainment. Living under continual
economic pressure, mental stress, and social
insecurity, the Third World countries, or at least the
majority of them are always lured by
entertainment content on television.
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3. Therefore, the Third World will take a
longer time to realize its usefulness and
effectiveness as a medium of
development communication attainable
within the current social context.
So pro-development teledramas
remain an untapped source of strong
communicative medium in the Third World
where open dialogue and informative
discussions on agriculture, family
planning, health, nutrition, children's
education, etc are still at the
experimental stage.
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4. History of pro-development teledramas…
❖ Into this midst of Third World communication, came Hum
Log (We People) broadcast over the Indian national
television. Hum Log, a television serial that commenced
its appearance in the mid-1980s, convinced the Third
World countries about the importance of teledrama in
pushing through development programs.
❖ It told the success with which pro-development
teledramas could be launched for propagating a pro-
development message, and entice a wider viewership
as well.
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5. History of pro-development teledramas…
❖ Similarly, in Israel, a television serial titled Neighbors' was
produced with a view to promoting good relations
between the Arabs and the Jews.
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6. Educational and Entertainment…
 Educational television refers to television programming
that is intended to promote children’s learning of
academic content, either in or outside the classroom.
Alternate labels for such programming include
instructional television, curriculum-based programming,
educational/informational programming, infotainment,
edutainment, and entertainment education.
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7. Educational and Entertainment…
 The presence of edutainment is particularly prominent in
children's television series such as Sesame Street,
Teletubbies, and Dora the Explorer. The Discovery
Channel is also known for its various themed shows, such
as MythBusters. In some cases, these programs are more
entertaining than educational, and may even replace
educational programs in the television programming
lineup.
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8. pro-development teledramas in Sri Lanka’s
social and cultural…
▪ The Sri Lankan experience of 25 years shows that there is a
traditional or special audience response to pro-development
teledramas that effectively and enthusiastically convey a message
to the general audience.
▪ However, teledrama is primarily family entertainment where the
whole family gets together and enjoys it.
▪ Also, Teledrama is used as a medium to promote education, health,
child welfare, tourism, agriculture, etc.
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9. Example for pro-development teledramas in
Sri Lanka’s social and cultural…
❖ In the early eighties years, Dimuthu Muthu and Rata Giya Aththo
portrayed the life of Sri Lankans in the context of their then-
existing craze to live or to earn abroad.
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10. Example for pro-development teledramas in
Sri Lanka’s social and cultural…
❖ Tele dramas like Ne Deyo, Du Daruwo, Kadawara, Yasoravaya,
Giraya, and Eka Ge Kurullo, Ramya Suramya appeal to the
audience to understand the concept of family and act based on
tolerance.
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11. Example for pro-development teledramas in
Sri Lanka’s social and cultural…
❖ Even in Sri Lanka where cultural conflicts are somewhat an
irritating proposition a teledrama like Ramya Suramya (2003)
makes an effort to bring about a reconciliation among conflicting
cultural contacts.
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12. Conclusion
➢The development of positive ideas
should become the main theme in
the creation of teledramas.