Umay Ayaz
During last year's Mipcom, Udea Media presented "Celebrity Teacher," an edutainment series created by director and producer Cetin Yılmaz, founder of Be Content. The company brought the show to the last NATPE Budapest, which resulted in the winner of the "Pitch & Play LIVE!" competition. Umay Ayaz, Founder of Udea Media and The Format TV, spoke with Señal News to describe the show's global potential and first production deals.
What is the global potential of the "Celebrity Teacher" format?
"The show's global potential is immense, driven by a combination of factors that make it appealing across diverse markets and cultures. First, the universal appeal of celebrities ensures the format's relevance across regions, as people worldwide are fascinated by iconic figures. The wonder of seeing celebrities assume the role of educators offers a fresh perspective and can be easily localized by featuring famous local personalities. This flexibility allows different countries to connect with their local audiences more effectively. The format also offers strong commercial and marketing opportunities. With the potential for branded merchandise, sponsorships, and educational tie-ins, 'Celebrity Teacher' provides a platform for global brands to engage with diverse audiences. Its interactive potential, especially on social media, extends beyond the TV screen, allowing for engagement through challenges, polls, and Q&A sessions, further boosting global reach. Moreover, global trends in education and entertainment, such as the increasing focus on soft skills and mentorship and the rise of family-friendly edutainment in the streaming era, position 'Celebrity Teacher' as a timely and relevant format. The show's alignment with these trends makes it a perfect fit for platforms seeking positive, educational content. Finally, 'Celebrity Teacher' has strong global potential due to its ability to blend education, celebrity culture, and positive reinforcement while remaining adaptable to local markets. Its broad demographic appeal, cultural flexibility, and opportunities for international partnerships make it a format poised for success on the global stage."
How important is the educational factor inside the show?
"Educational value is a significant factor contributing to its global reach. The edutainment genre is growing, with increasing demand for programming that balances entertainment and learning. 'Celebrity Teacher' fits perfectly into this space, allowing children to explore various professions while learning from established experts. This concept resonates with parents and educators worldwide, inspiring children and fostering an environment of career exploration. Furthermore, the show emphasizes positive reinforcement and pedagogy, offering a feel-good atmosphere that resonates across markets. Its focus on the process of learning rather than the outcome ensures emotional and educational sensitivity, appealing to parents and educators concerned with child development. This positive messaging aligns with the goals of international organizations, opening doors for meaningful partnerships. Pedagogically, the format focuses on customizable learning approaches, which emphasize the learning process rather than results, making it adaptable to different educational philosophies and local values. The focus on mentorship further enhances its appeal by building on the mentor-mentee relationship, a universally appreciated dynamic across many cultures. Visually, the show offers dynamic appeal with location versatility, allowing territories to showcase local landmarks, industries, and professions, adding unique cultural elements to the set design and visuals while maintaining the core structure of the format."
How would you define the show's advantages so that it can be easily adapted in different territories?
"The format's adaptability is one of its key strengths. 'Celebrity Teacher' can be easily localized, with each country featuring its celebrities and tailoring the professions and pedagogical approaches to match cultural contexts and education standards. Its flexibility in settings, based on the featured profession, keeps the format visually dynamic, ensuring it can be adapted to different regional environments. The show's cross-demographic appeal makes it ideal for family viewing, attracting children and adults with its unique combination of celebrity involvement and educational content. The show's broad marketability is another significant advantage, as it appeals to multiple audience segments, including children, families, and celebrity fans. That makes it easy to market across different territories, with the potential for targeted promotional campaigns featuring local stars. The format's multi-platform potential further enhances its adaptability, allowing for digital and social media campaigns tailored to regional audiences and maximizing marketing effectiveness. Additionally, the show's flexible production budget makes it scalable, allowing territories to produce it with varying levels of investment. Whether choosing high-profile celebrities and large-scale productions or opting for local talent and smaller setups, the adaptable production process ensures that the format remains accessible and maintains its integrity in large and smaller markets. The "Celebrity Teacher" format's flexibility, cultural adaptability, and strong family appeal make it a perfect candidate for international success."
What recent deals did you work on for "Celebrity Teacher"?
"Following the successful launch of "Celebrity Teacher" at Mipcom last year, we garnered considerable interest from various regions due to the format's strengths. However, we couldn't finalize any deals since the format was still in the paper stage. We've been in ongoing discussions with several production companies and broadcasters who have expressed a strong interest in the format, anticipating its launch. The turning point came when 'Celebrity Teacher' won first place at the NATPE Budapest 'Pitch & Play' competition. That brought another renewed visibility and validation to the format. Shortly after, we secured an option deal in Greece. The broadcaster there has been working diligently for months, ensuring they will deliver the best possible version of the show. As Udea Media, we are proud and excited to collaborate with a key player in Greece, a country that has taken the lead in producing the format. Their commitment will undoubtedly inspire and encourage other countries currently in talks to progress with production. Every country that options this format, which is built around fun, learning, and positive emotions, will be thoroughly pleased with the results."