29 JUL 2020

ATEŞ İNCE: “WE HAD TO PROFESSIONALIZE OUR PRESENCE IN THE DIGITAL ATMOSPHERE”

The Managing Director at Madd Entertainment refers to the first edition of MaddNext, a new event which is part of NAPTE V-Fronts, the new program from NATPE Virtual, and analyses the current status of Turkish drama around the world.

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In the beginning of July, Madd Entertainment announced that it has teamed up with NATPE Virtual to stage a biannual online event, where broadcasters, journalists and other media professionals around the world could get ahead of the curve on Turkish drama. The innovative new event is part of NAPTE V-Fronts, a new program from NATPE Virtual, and is called MaddNext.

Two weeks later, the first one was held, and it focused on Medyapim’s hottest new series, “The Teacher” and “Nehir”. Executives from Madd Entertainment, Fox Turkey and production house Medyapim came together at the Fox studios in Istanbul along with lead actors from both shows. The interactive event was joined by over 400 broadcasters, journalists and media professionals from all over the world.

“Since we are not going to the markets, we are missing the opportunity to have screenings and show our new content. We approached NATPE to see if could organize together more professional-looked events. For us, they are a natural partner, and they welcomed us very well,”  said Ateş İnce, Managing Director at Madd Entertainment, in conversation with Señal News.

Making fully digital screenings could be a challenging task, as technical problems may happen. However, in İnce’s words, “all clients said that everything went out really good”. Furthermore, he said that having executives from Fox Turkey and production house Medyapim was a plus, as they are the better suited to describe the stories of both shows.

“We will continue doing things like this, as they are really useful. However, they can’t replace the physical markets. Even after the Covid-19, I think many companies will continue to do events like this, but being face to face in the market is a completely different value for all parts,”  the executive analysed. “We understand we had to professionalize our presence in the digital atmosphere,”  he added.

●   THE POTENTIAL OF “THE TEACHER” AND “NEHIR”

Medyapim’s hottest new series, “The Teacher” and “Nehir,” currently air in Turkey on Fox TV, and have been just presented to the international market during MaddNext. Defined by İnce as “bold programs,” both shows are set to be the next big hits of Turkish drama, following the steps of titles like “Mother,” “My Little Girl” and “A Miracle”.

“‘The Teacher’ is going to be a follow up for the channels that bought ‘A Miracle’. When we started pitching ‘A Miracle,’ everybody said that this was not a Turkish drama. However, all the elements of Turkish drama were there, except that the story was different. I think it is going to be the same with ‘The Teacher,”  the executive forecasted.

On the other hand, “Nehir” is a classical Turkish drama, which is already showing solid results in its hometown. “The ratings are very good in Turkey and I think we will not have any problem there. It should be really easy to distribute,”  the Managing Director at Madd commented.

Lastly, İnce talked about the current status of Turkish drama, a genre that had a historical boom a couple of years ago. “Turkish drama did have a good start. Then, the number of channels in Turkey increased from three main ones to seven. This resulted in very high competition, and the number of series produced highly increased. However, this really damaged Turkish content boom. Now it is all coming back to normal, so it is good that we are bringing big titles to the global market back again,”  he concluded.

By Federico Marzullo

We approached NATPE to see if could organize together more professional-looked events. For us, they are a natural partner, and they welcomed us very well” Ateş İnce Managing Director at Madd Entertainment