For our NEM Dubrovnik 2026 issue, we spoke with Mustafa İlbeyli, TRT’s Head of Advertising and Sales.
As Turkish television continues to captivate global audiences, TRT Sales remains at the forefront of this international cultural exchange. At this year’s NEM Dubrovnik, the spotlight is on TRT Sales’ ambitious expansion strategy, particularly its focused approach toward Central and Eastern Europe (CEE) and the Balkans.
We sat down with Mustafa İlbeyli, TRT’s Head of Advertising & Sales, to discuss the organization’s overarching vision, the phenomenal international success of hit series like Fatih: Sultan of Conquest and Deep in Love, and how the digital platform “tabii” is redefining the future of Turkish broadcasting. Here is an inside look at how TRT Sales is securing its permanent place on the global stage.
At this edition of NEM, our focus is squarely on the sale and licensing of our premium portfolio to new and existing partners across the CEE region, Latin America, and the Middle East. We are dedicated to finding the right homes for our diverse range of dramas, documentaries, and animations, ensuring that TRT’s high-quality productions are accessible to audiences on as many platforms and in as many territories as possible. Our priority remains the efficient and widespread distribution of our titles, leveraging the strength of our catalog to meet the increasing demand for high-end Turkish content worldwide.”
How do region-specific markets like NEM Dubrovnik factor into TRT Sales’ overarching strategy for Central and Eastern Europe (CEE) and the Balkans?
For TRT Sales, regional markets such as NEM Dubrovnik serve as a strategic gateway, as the organization aims to adopt a specialized and “sensitive” approach toward Central and Eastern Europe and the Balkan regions. TRT Sales plans to leverage the deep cultural and historical ties between Türkiye and the Balkans to establish long-term partnerships with the region’s leading broadcasters for high-budget historical epic series and dramas. By maintaining a high-profile presence in Dubrovnik, the organization aims to ensure its narratives secure a permanent place on local networks, thereby effectively rein- forcing Türkiye’s soft power.
These localized engagement strategies target the specific viewing habits of Balkan audiences, focusing on traditional linear TV preferences and digital platforms. By promoting stories that “interact with” local elements, TRT seeks to produce final content that feels culturally relevant and “local” to European audiences. The strategy of integrating regional actors and locations aims to make the content more marketable across multiple borders. Ultimately, TRT Sales is striving to position itself as a culturally compatible partner.
TRT has redefined the historical drama genre, and Fatih: Sultan of Conquest is a prime example of this high-caliber production. Given the enduring popularity of Turkish historical epics in this region, what can you tell us about the international journey of this series so far and the reception from local broadcasters?
Fatih: Sultan of Conquest has established itself as a cornerstone of TRT Sales’ international strategy, successfully reaching a global audience through high-profile sales in Bosnia and Herzegovina, Italy, Pakistan, Azerbaijan, and the MENA region. The series has also secured comprehensive distribution across Africa, covering all global rights to ensure a significant regional presence.
Local broadcasters have responded enthusiastically, citing the show’s cinematic visuals and the inclusion of international talent as key factors that distinguish it from standard historical dramas. Its narrative, which balances military strategy with political intrigue, has allowed it to resonate deeply within culturally diverse markets. Ultimately, its journey demonstrates TRT Sales’ ability to transform historical narratives into globally competitive, premium television brands.
Deep in Love has become the most-watched series of the season in Türkiye. How is the series’ global journey progressing?
Deep in Love has not only captured the hearts of viewers in Türkiye as the most-watched series of the season, but it is also making significant waves on the international stage. The series’ global expansion is progressing rapidly, with its worldwide distribution rights already secured for a wide range of territories.
Beyond traditional broadcasting, the show has expanded its reach into the travel sector, as its in-flight entertainment rights have been sold, allowing passengers to enjoy the hit drama on flights around the world. This dual success in both international television markets and aviation platforms ensures that the series is well on its way to becoming a global phenomenon.
The immense global interest in the series stems from its perfect blend of high-stakes drama and universal emotional themes. At its core, the show offers a sophisticated narrative that explores the complexities of modern relationships, sacrifice, and the enduring power of family. Audiences are particularly drawn to its high production quality, which showcases breathtaking locations and a cinematic visual style that rivals international standards.
Furthermore, the compelling chemistry between the lead actors and the layered, unpredictable script keep viewers hooked week after week. By balancing traditional Turkish storytelling elements with a fast-paced, modern edge, the series transcends cultural boundaries, making it just as relatable to a viewer in Latin America or Europe as it is in its home country. This combination of emotional depth and premium aesthetic appeal is precisely why Deep in Love is currently one of the most sought-after titles in the global marketplace.
Children of Paradise is also among the successful series of the season. It is a warm and heart-centered drama. What kind of feedback are you receiving regarding the series both in Türkiye and globally?
Children of Paradise has established itself as one of the standout successes of the season, earning widespread acclaim both in Türkiye and on the international stage. In the domestic market, the series has consistently performed at the top of the ratings, holding its ground as a viewer favorite week after week. This local success has translated seamlessly into global momentum, with the show’s worldwide distribution rights being sold to numerous countries, ensuring its “warm and heart-centered” narrative reaches a diverse global audience.
The feedback regarding the series has been overwhelmingly positive, largely due to its soul-stirring central premise. The story, which follows a man seeking redemption and a fresh start away from his turbulent past, resonates deeply with viewers who appreciate its themes of hope, healing, and the power of family. Audiences frequently highlight the emotional depth of the characters and the series’ ability to balance high-stakes drama with moments of genuine tenderness.
By focusing on the universal desire for belonging and the possibility of transformation, Children of Paradise has managed to bridge cultural gaps, proving that a story rooted in sincerity and human connection has no borders. This combination of commercial success in ratings and its emotional impact on a global scale cements its status as a premier production of the season.
Deep in Love has not only captured the hearts of viewers in Türkiye as the most-watched series of the season, but it is also making significant waves on the international stage. The series’ global expansion is progressing rapidly, with its worldwide distribution rights already secured for a wide range of territories. Beyond traditional broadcasting, the show has expanded its reach into the travel sector, as its in-flight entertainment rights have been sold, allowing passengers to enjoy the hit drama on flights around the world. This dual success in both international television markets and aviation platforms ensures that the series is well on its way to becoming a global phenomenon.”
TRT’s international streaming platform, tabii, has rapidly expanded its library with high-quality originals. When engaging with partners here at NEM, what is your primary focus for tabii content? How does your digital presence complement your traditional linear distribution business?
At NEM Dubrovnik, our primary focus for tabii content is to showcase our robust library of original productions, now exceeding 60 exclusive series, to potential partners looking for high-quality, value-based storytelling. We are here to highlight how tabii serves as a bridge between cultures, offering universal stories of empathy, bravery, and humanity that resonate across borders.
Our digital presence serves as a powerful engine that complements our traditional linear business by acting as a secondary window for established TRT hits while simultaneously incubating bold, genre-defying “tabii Originals” that might not fit a traditional broadcast slot.
This dual-track strategy allows us to maximize the lifecycle of our content, offering partners flexible licensing options that span both digital streaming and traditional television.
Looking ahead to the rest of 2026, what are the key goals for TRT’s international wing? Are there any specific partnership models or territories you are particularly focused on during this edition of NEM?
Looking ahead to the rest of 2026, the key goal for TRT’s international wing is to maximize the global reach of our extensive content library. At this edition of NEM, our focus is squarely on the sale and licensing of our premium portfolio to new and existing partners across the CEE region, Latin America, and the Middle East.
We are dedicated to finding the right homes for our diverse range of dramas, documentaries, and animations, ensuring that TRT’s high-quality productions are accessible to audiences on as many platforms and in as many territories as possible. Our priority remains the efficient and widespread distribution of our titles, leveraging the strength of our catalog to meet the increasing demand for high-end Turkish content worldwide.
