As Warner Bros. Discovery’s Max Launches in Turkey, Its Leader Talks Up Plans for Growth

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On April 15th, Warner Bros. Discovery’s streaming service, previously known as BluTV in Turkey, rebranded to Max. This transition occurred because Warner Bros. Discovery had acquired BluTV at the end of 2023. The change aims to expand content offerings under the Max brand, along with increased investment in local Turkish productions.

Turkey joins the ranks as Max’s 77th key territory, signifying an expansionary move by the company. While specific numbers regarding existing streaming subscribers in Turkey have yet to be revealed, it is evident that Turkey is viewed as a promising market for growth. Deniz Şaşmaz Oflaz, who previously served as CEO of BluTV since January 2023 and now leads WBD’s local original productions, local channels, and streaming operations in Turkey, is a testament to this strategic focus on the region.

In a conversation with The Hollywood Reporter, the executive discussed the significance of unique content, its ability to gain traction globally, and strategies for setting Max apart in the cut-throat Turkish market competition.

What’s the significance of authentic Turkish content for Max and its Turkish audience, and what are your thoughts on extending this content to viewers from other nations considering the growing popularity of Turkish productions?

One major reason Warner Bros. Discovery chose to invest in BluTV is that Turkey represents a hyper-local market, where success depends on investing in local content. This is crucial for global streaming services to thrive in Turkey. Rather than beginning anew, Warner Bros. Discovery now has access to all the successful intellectual properties (IP) of BluTV and will continue producing more.

As a fervent admirer, I’d say, when discussing our media empire at Warner Bros. Discovery, we’re referring to an extensive network of captivating content. It’s not just the abundance we generate here, but also from Latin America, Europe, and far-off corners of the globe. Yet, one crucial piece that was absent from this diverse tapestry was Turkish content.

It’s well-known that Turkey ranks among the top three nations for exporting scripted television shows nowadays. This achievement isn’t just about creating content for our own platform, but rather, having Turkish content within our system brings significant value. That’s because we can monetize it in various ways – by licensing the content to other media outlets, or leveraging it across different linear channels and platforms owned by our company.

What kinds of content has the BluTV audience traditionally been passionate about?

The service debuted in Turkey as early as 2016, slightly ahead of Netflix’s entry. In this region, the range of free television is quite broad. Every night you can find top-tier dramas on every free channel, with numerous free stations available. To stand out from the competition and appeal to a new audience, our main focus for BluTV was to create a unique service that differed significantly from the existing free TV offerings.

For us, it was crucial to explore new avenues while still keeping our roots intact. We believed there were hidden tales within our own landscape that deserved attention, yet we desired to experiment with various genres. Initially, our content leaned towards male-oriented themes because the free television lineup was dominated by female perspectives and family dramas. We ventured into crime shows and even dabbled in horror, among others. As we began to establish a dedicated subscriber base, we expanded our offerings to include foreign content. Shows like “A Handmaid’s Tale” and “The Young Pope” became part of our collection. We aimed for shows that were less common on traditional broadcast – edgy, thought-provoking – to draw in a specific audience demographic.

In Turkey, many individuals are accessing content through illegal streaming platforms. Consequently, it was crucial for us to capture this audience and devise a strategy to transition them into paying customers. To achieve this, not only did we acquire additional content, but we also invested significantly in safeguarding this content against piracy.

How have you and your team in Turkey thought about adapting IP for the streamer?

We’ve consistently excelled in acquiring Intellectual Property (IP) across various forms of media, be it YouTube videos, podcasts, Instagram posts, TikTok clips, and so forth. When your content already boasts a dedicated audience from its inception, investing further to refine and elevate it means you don’t have to rely on attracting new subscribers to the platform and introducing them to your content.

As a dedicated gamer, I can’t help but feel excited about the success of BluTV in delivering a diverse range of genres and top-notch shows to audiences everywhere. With the arrival of Max, we’re not just continuing our commitment to quality content, but we’re taking it to the next level!

Expect some fan-favorite returning shows gracing the Max platform, and get ready for a significant boost in our investment, meaning an even greater variety of both scripted and unscripted series will be available on our platform. In other words, buckle up, because we’ve got a whole lot more original shows in store for the coming years!

Can you say how much you spent on originals last year or any targets?

We won’t disclose the specific dollar amount, but we guarantee a minimum of eight scripted series and four unscripted series each year, in addition to original shows from Max and HBO. This means you can expect a diverse selection of new programming on our platform regularly.

What local original has been particularly successful?

Hey there, fellow gaming enthusiast here! I’m super excited to share some news about one of our shows – it’s called “Prens,” or “Prince” if you prefer. It’s got a comedic vibe at first glance, but don’t be fooled – it’s actually a mix of comedy and drama, or what we like to call a dramedy.

Now, The story unfolds in the fantastical kingdom of Bongomia. Our main character is a prince who’d rather avoid the throne and isn’t exactly the sharpest tool in the box. Sounds familiar, right? Well, expect all sorts of political intrigue and power struggles, just like in shows you might recognize, such as “Game of Thrones.”

But We can’t wait for you to see how we poke fun at these classic tropes. We’ve got high hopes for this new season, and we think it’s going to be off the charts amazing!

How do you think about the potential for your Turkish originals to travel to other markets?

On one side, we aim to preserve the core essence of our editorial, yet enhance its mobility. Turkish soap operas are successful globally, though they often span over 100 episodes per series. Producing such a large number of episodes simultaneously isn’t straightforward for us. However, we are considering various strategies, possibly partnership models, to create shows that cater to our platforms and international linear channels outside of Turkey.

The series titled “Magarsus,” which concluded its second season on Max in Turkey, was an intriguing choice. It marked our foray into the realm of family dramas. Our objective was to create a family drama that offered a unique twist compared to the usual Turkish series. We blended genres by incorporating elements from shows like “Succession,” focusing on a family’s business struggles and succession, while also delving into themes similar to “Ozark,” such as illegality, money laundering, and drug trafficking.

Our primary goal is to deliver character-centric narratives, whether they’re from local productions or shows produced by Max and HBO. Our viewers greatly appreciate these character-driven stories. For instance, with Succession, some viewers identify more with Kendall, while others resonate more with Roman, and still others prefer Shiv. Similarly, for Magarsus, we’ve built a dedicated fan base for each character, and we’re optimistic about potential future seasons. Given its success, we’ve chosen Magarsus to assist us in our transition from BluTV to Max. We will release the initial episodes of the second season of Magarsus on BluTV, and the final two episodes will be available on Max post-launch. This way, viewers will gradually move towards Max in a natural manner.

How about non-fiction programming?

Our foray into unscripted television wasn’t a walk in the park due to stiff competition from free TV. To stand out, we decided to delve deeper into social issues, focusing on topics that are both entertaining and thought-provoking. Our breakthrough show is called Pavyon (Turkish for traditional nightclubs). These establishments have their own unique culture, but they’re also associated with controversy due to the presence of prostitution. The series offered a glimpse into this hidden world and was incredibly popular. We plan to release another season soon. Additionally, as is common globally, shows based on true crime tend to be successful, so we aim to produce content about serial killers in the future.

Has there been any Turkish show from your team that has made it to Max or HBO in the U.S.?

We haven’t launched Max U.S. just yet, but we’re expanding to some of our original content in Latin America, Spain, Italy, and other countries within the Europe, Middle East, and Africa region. Earlier, we also sold two of our originals globally to Netflix, but due to their limited volume, it can be challenging to compete with popular Turkish shows that offer hundreds of hours of content. One of the shows we licensed was a murder mystery titled “Innocent,” while the other was “Börü” (Wolf), a series about a special operations police unit. Additionally, you could find “7 Faces” on Max Latin America, which is a drama featuring diverse yet interconnected stories of contemporary life in Istanbul.

Any new genres or types of original Turkish content you expect to push into?

Over the next few months, we’re planning to venture into creating adult animated content, and our journey begins with a new series called “Feride.” This show is inspired by a character that gained massive popularity on an Instagram account, amassing over 100 million views. We’re thrilled about this innovative endeavor!

Are there any unique aspects or surprising facts about Turkish audiences and content that are not commonly known which you think it’s essential to emphasize?

As an ardent admirer, I can’t help but appreciate one remarkable skill we possess: our ability to vividly portray emotions on screen, not just through dialogue and character development, but also through the music and scoring of our productions. The Turkish touch in this regard is truly profound, adding layers of emotion that breathe life into the narrative.

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2025-04-15 13:55