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Press Release

February 10, 2011

Setting the Trend for 3D Video Animation Productions
– JICA Provides Support to Sri Lanka Rupavahini Corporation –

PhotoDr. P. B. Jayasundera - Secretary to the Treasury and Mr Akira Shimura - the Chief Representative of JICA, after the signing of the 41.7 million Japanese Yen grant agreement under which video animation equipment will be provided to SLRC

The Japan International Cooperation Agency (JICA) will provide technical equipment to the Sri Lanka Rupavahini Corporation (SLRC) for the production of two dimensional and three dimensional (2D/3D) video animations. Dr. P B Jayasundera, Secretary to the Treasury, and Mr Akira Shimura, the Chief Representative of JICA, signed a 41.7 million Japanese Yen (approximately LKR 54 million) grant agreement to this effect at the Ministry of Finance and Planning on 10 February 2011.

The equipment and software to create animations provided under the cultural grant and support to install and maintain them will help to develop and modernize the broadcasting sector by increasing the dissemination of information, enhancing education and by attracting viewers towards this media.

"Media, including television broadcasting, is becoming more and more challenging today. This project will help SLRC to meet some of the modern day development, cultural and social challenges it faces. It will also provide new artists like graphic designers, animators, narrators, and scriptwriters an opportunity to nurture their creative talents", says Mr Athula Ransirilal, SLRC's Director of Subtitling and Dubbing.

This initiative implemented by the Ministry of Mass Media and Information and SLRC will also revitalize television broadcasting in Sri Lanka and contribute towards reviving social activities in the post conflict areas.

"Media plays a major role in educating, entertaining and informing children and adults alike. Television is very popular in Sri Lanka. Over the past decades, JICA has been involved to a great extent in developing a comprehensive national television broadcasting system in Sri Lanka. We hope that the recent Japanese interventions at the SLRC will contribute towards the overall socio-cultural uplift of the people and eventually towards the development of the country", says Mr Akira Shimura, Chief Representative of JICA Sri Lanka.

This initiative will offer a range of programmes for children, based on local culture and traditions, social values and school curricula. The programmes will include animation films, cartoons and famous character portrayals.

"I wish to render my sincere gratitude to the Japanese government and JICA for the support extended to SLRC throughout the past years. The proposed assistance which is mainly aimed at children's programme productions will definitely assist SLRC to provide a better service for the younger generation of Sri Lanka. I wish to thank JICA again for assisting SLRC", says Dr Sarath Kongahage, Chairman, SLRC.

JICA has been assisting the country's broadcasting sector since 1970. JICA's support to SLRC includes the construction of the SLRC building complex and transmission stations, supply of equipment and development of technical capacity of staff. JICA has also supported the SLRC to share its technical know-how with other countries by organizing training programmes.

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