Turkish dramas remain a top export to Latin America, but evolving market conditions are shifting how distributors like ATV approach strategy, windowing, and flexibility. Müge Akar, Head of Sales at ATV Distribution, shares her view on demand trends, digital growth, and what makes Turkish content continue to resonate in the region.
What’s your current strategy in Latin America and where do you see growth opportunities?
Right now, it's a challenging landscape—not just in Latin America, but globally. Still, we see room to grow. We're focused on placing the right title in the right slot, on the right platform. Whether it's primetime, digital, or even rerun slots, our strategy is all about that alignment.
We launched "Nightfall" at Content Americas, and now at LA Screenings we’re showcasing "Hidden Destiny". It’s a strong story, very well received, and likely heading into a second season. Clients are responding positively. At the same time, we’re preparing for the new season starting in September, which is always an exciting point in the year.
You recently brought Fabiola onto the team for Latin America.
Yes, she joined three months ago. She brings a lot of experience in the region and the industry, and now she’s diving deeper into Turkish content. I think we’ll make a great team together.
Do you notice any shifts in what Latin American buyers are asking for?
They're still very much into traditional Turkish dramas. Some buyers had experimented with other genres, but many are now returning to that classic Turkish drama style. That said, there are always case-by-case requests—some ask for rom-coms, and recently a client inquired about Turkish films. Luckily, we also have a movie production company, so that’s something we can offer too. But in general, the demand for our core drama series remains strong.
With more digital platforms in the mix, has content windowing become more dynamic?
Definitely. It’s opened up new flexibility in how we license and structure rights—exclusive, non-exclusive, different windows. There are so many platforms now, it’s hard to keep track sometimes! But what’s encouraging is that nearly all of them recognize that Turkish series are a must-have for Latin America. There’s real interest in exploring and expanding their Turkish content offerings.
How important is flexibility when working with Latin American clients today?
It’s essential. The market shifts quickly—slots open and close, priorities change. We need to be agile to follow those changes. Whether it’s pricing, rights terms, or timelines, we do our best to stay responsive and supportive. Being flexible helps keep relationships strong and allows us to adapt to whatever the client needs.