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Half of Asia’s ad money now flows to social media platforms, starving traditional outlets says expert

Published

2 months ago

2026/02/13

Nearly fifty per cent of advertising budgets in Asia are now being captured by social media platforms and digital influencers, a shift that is rapidly hollowing out the financial base of traditional media and threatening the future of independent journalism, Regional Advisor – Asia and Africa of International Media Support (Denmark) Dr. Ranga Kalansooriya warned.

Delivering the keynote address on “Emerging new media and the future of print journalism” at the launch of Pathrakala Prasadini — a compilation of mass communication articles by 20 senior scholars and veteran journalists — Dr. Kalansooriya said advertisers were increasingly diverting funds away from television, radio and print towards digital platforms, believing influencer-led promotions to be more “usable, user-friendly and penetrative”.

Sri Lanka’s advertising market for 2025–2026 was estimated at around US$ 400 million, he said. While nearly 90 per cent of that revenue had flowed to traditional media in previous years, the share had now shrunk to about 70 per cent, with roughly 30 per cent going to social media. Of the funds reaching mainstream media, television still commanded around 60 per cent, with radio and print together accounting for about 30 per cent, and the balance spent on billboards and other outdoor advertising.

Television, once the dominant beneficiary of 80–85 per cent of advertising expenditure, had seen its share erode significantly, Dr. Kalansooriya noted, warning that radio and print had been hit the hardest. “If one has money to invest, there are now four or five radio channels on sale,” he observed, underlining the financial distress in the sector.

A further concern, he said, was that much of the advertising money flowing into social media did not remain in Sri Lanka. An estimated 30 per cent of the national advertising budget was remitted overseas to global tech giants such as Meta and Google, as influencers and digital advertisers relied on foreign-owned platforms. This outflow, he warned, was likely to rise to between 35 and 40 per cent in the coming year.

Major advertisers in Sri Lanka had already begun splitting their budgets equally between digital and mainstream media, he said, even as television networks maintained they still commanded the lion’s share. The question, Dr. Kalansooriya cautioned, was whether that dominance could be sustained in the years ahead.

Placing the financial crisis in a broader democratic context, he said the media industry in Sri Lanka had rarely been a consistently profitable enterprise, with owners often subsidising operations through income from other businesses. Advertising revenue had traditionally sustained media institutions, and its erosion now imperilled their survival.

“We speak of the media as the fourth pillar of democracy,” Dr. Kalansooriya said. “There cannot be democracy without independent media. If independent media collapses, democracy collapses with it. Then who performs that role — Facebook, YouTube or TikTok?”

While many traditional media houses had moved into the digital space and begun seeking revenue through subscriptions and monetisation, he warned that this too risked deepening dependence on foreign platforms. Big Tech companies, he argued, were positioning themselves to replace independent media as key arbiters of public discourse, even as they claimed creators benefited from monetisation schemes.

Dr. Kalansooriya said several Asian countries had already begun grappling with the implications of this shift. Governments in the region were exploring mechanisms to support mainstream media, including public funds, regulatory interventions and the mobilisation of local capital. Canada, he noted, had introduced direct financial support for media institutions, while countries such as the Philippines and Indonesia had sought to channel corporate social responsibility (CSR) funds into sustaining news organisations.

He cautioned, however, that reliance on politicised corporate funding carried its own risks. In India, he said, an estimated 90 per cent of traditional media ownership had already shifted into the hands of business interests aligned with the political leadership, leaving only a small fraction of independent outlets, many of them digital.

The keynote address was delivered at an event held at the Russian Cultural Centre in Colombo to mark the launch of Pathrakala Prasadini, published in line with the 70th anniversary conference of the Sri Lanka Press Association and the D. F. Kariyakarawana Memorial Journalism awards. Director of the Colombo Russian House Maria Popova was the guest of honour.

By Saman Indrajith ✍️

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Electricity tariffs to be increased from 1st April

Published

9 hours ago

2026/03/30

Priyan

The Public Utilities Commission of Sri Lanka (PUCSL) has granted approval to increase electricity tariffs with effect from 1st April .

The Ceylon Electricity Board (CEB) requested a 13.56% electricity tariff revision for the second quarter of this year.

The revision announced by the PUCSL for domestic consumers:

0–30 units category, electricity tariffs will rise by 4.3%,

31–60 units category, tariffs will rise by 6.9%,

61–90 units category, tariffs will rise by 6.9%,

91–120 units category, tariffs will rise by 7.2%,

Above 180 units, electricity tariffs will rise by 25.3%

The PUCSL has decided not to increase electricity tariffs for religious and charitable institutions that consume below 180 units monthly and a 9.6% increase for institutions that consume above 180 units.

Ectricity tariffs for the general and household consumer categories has been increased by 8%, while the electricity tariff increase for the industrial sector is 8.7%, the increase in tariff for government institutions is 14.4%.

News

A QR code system to be introduced for agricultural lands and other sectors requiring fuel

Published

18 hours ago

2026/03/30

Priyan

It was decided at the committee appointed to oversee the distribution of essential goods to appoint five officials from the Ceylon Petroleum Corporation to cover all ministries in order to examine fuel-related issues and undertake the necessary interventions.

It was further discussed that the responsibility of these officials would be to examine fuel-related issues arising in institutions under each ministry and to intervene in providing solutions by maintaining coordination with the Corporation.

These matters were discussed at a meeting of the committee appointed to oversee the distribution of essential goods, chaired by Minister of Transport, Highways and Urban Development Bimal Rathnayake held on Friday (27) at the Presidential Secretariat.

It was also noted, with particular attention, that requests have been made by industrialists indicating that the current fuel quota allocated to vehicles for the distribution of their products across the country is insufficient. It was further discussed that, if these concerns are not addressed, there is a likelihood of an increase in the prices of goods, which could in turn cause significant hardship to the public during the festive season.

The committee also discussed the issuance of fuel for the distribution of essential food items by state and private institutions, including supermarkets such as Sathosa, wholesale importers, tourism-related service providers, hotels and other service-providing organisations.

Accordingly, it was discussed that requests for fuel quotas submitted by these institutions should be carefully considered and prompt action taken as necessary and that such requests should be forwarded to the Ministry of Energy through the relevant ministries.

Attention was also drawn to the need for the swift implementation of a QR code system for the issuance of fuel to other sectors, including agriculture and the fisheries industry, based on letters issued on the recommendations of the relevant government officials, including agricultural research officers, instead of the previous method of direct fuel allocation.

Minister Bimal Rathnayake emphasised the need to ensure a continuous and properly managed fuel supply, with particular focus on providing goods to the public without shortages and preventing excessive price increases during the forthcoming Sinhala and Hindu New Year season.

The discussion was attended by a group of government officials, including Minister of Trade, Commerce, Food Security and Cooperative Development Wasantha Samarasinghe, Deputy Minister of Power Arkam Ilyas, Senior Additional Secretary to the President, Kapila Janaka Bandara and Chairman of the Ceylon Petroleum Corporation, D. J. Rajakaruna.

News

Inquiry into female employee’s complaint: Retired HC Judge’s recommendations ignored

Published

21 hours ago

2026/03/30

Thilina Walpola

Speaker Wickramaratne receiving the report from retired HC Judge Alahapperuma. Secretary General of Parliament Rohanadeera stands next to the Speaker (file photo)

Parliament:

… sexual harassment claims dismissed

Recommendations made by retired High Court Judge Ms. Sujatha Alahapperuma, following an inquiry into claims by a female employee of the Department of Information Systems and Management of Parliament, regarding sexual harassment, denial of due salary increments and other forms of harassment, were yet to be implemented, sources familiar with the investigation said.

The retired HC Judge handed over the report to Speaker Dr. Jagath Wickramaratne on 24 November, 2025. Secretary General of Parliament Kushani Rohanadeera was also present on that occasion.

The retired judge has recommended that administrative decisions be taken expeditiously to grant her salary increments due for 2024 and 2025, reevaluation of all employees attached to the Department of Information Systems and Management and keep them under close scrutiny and strengthening of the ‘Helpdesk’ to meet the requirements.

Sources said that none of the recommendations have been implemented and the concerned employee in spite of still being the Senior Helpdesk coordinator remained attached to the Supplies and Services Office. She had been ordered to report to the Supplies and Services Office in January 2025 following a continuing dispute with the top management of the Department of Information Systems and Management.

Parliamentary Staff Advisory Committee on 25.07.2025 decided to conduct an external investigation into the issue after the employee refused to accept the outcome of the internal inquiry conducted in the wake of SJB lawmaker Mujibur Rahman raising the issue in Parliament.

The retired judge has emphasised the urgent need to take tangible measures to address administrative issues with a view to enhance discipline and human resources management among other issues.

However, the retired judge has declared that the complainant or any other female employee attached to the of Department of Information Systems and Management hadn’t been subjected to any form of sexual harassment as alleged.

The retired judge further asserted that the complainant had been prejudicially treated by two interview boards when she appeared before them seeking posts of Database Administrator and Parliament Officer.

The retired judge has also asserted that the Supplies and Services Office where the complaint continued to serve even now was not suitable and not in line with her qualifications. Some of those who had appeared before the retired judge during the inquiry claimed that was a temporary transfer. However, the report dismissed that claim declaring that transfer appeared to have been done outside acceptable procedure and her increments stopped without giving any justifiable reason.

The retired judge has stated that for want of proper procedures and systems, the administration seems to be in turmoil.

By Shamindra Ferdinando