Warner Bros. Discovery’s streaming service Max has launched in Turkey, marking the 77th territory for the platform. The company sees significant potential for growth in the Turkish market and plans to invest more in local productions and expand its content offerings.
Deniz Şaşmaz Oflaz, Warner Bros. Discovery’s Vice President of local original productions, local channels, and streaming operations for Turkey, emphasized the importance of investing in local content to attract a broader audience in the country. Turkey is considered a hyper-local market, and global streamers must cater to local tastes to succeed.
Max’s content strategy in Turkey has focused on genres not typically covered by free TV, such as crime shows and horror.
Max expands with Turkish content
The platform has also supplemented its local offerings with international shows like “A Handmaid’s Tale” and “The Young Pope.”
Oflaz revealed plans to continue producing successful returning shows and increase investment in scripted and unscripted series.
The goal is to have a minimum of eight scripted shows and four unscripted shows yearly, alongside Max and HBO originals. One successful original is the dramedy series “Prince,” set in a fictional kingdom and offering social satire. The third season is set to release following the launch of Max in Turkey.
Oflaz also discussed the potential for Turkish originals to find success in other markets, noting that the company aims to ensure its content can travel well. While typical Turkish telenovelas have lengthy episodes, Max is exploring co-production models to cater to international platforms. In non-fiction, Max is focusing on socially relevant and controversial issues, with one successful show exploring the culture of traditional Turkish nightclubs and the underground activities associated with them.
As Max establishes itself in Turkey, the combination of local and international content aims to position the platform for substantial growth and influence both locally and globally.
