Umay Ayaz: “Screens have a responsibility to inform, inspire, and entertain”

After collecting valuable experiences in different acquisition roles, Umay Ayaz, Founder of Udea Media and The Format TV, launched her own ventures, where she is focused on expanding globally, balancing exports and imports, and leveraging her extensive local and international network to meet the specific needs of channels, platforms, producers, and creators.

How did your career in media begin, and what experiences shaped your journey?
“My career began over 15 years ago in acquisitions, collaborating closely with global distributors, creators, and broadcasters. That experience sharpened my ability to understand what buyers truly want: clarity, value, and a connection with the audience. Today, through my brands The Format TV and Udea Media, I apply that expertise in a boutique, project-based way, carefully selecting the deals I truly believe in and dedicating my full energy to their success. For the past three years, I have been running my own company with this tailored approach, balancing both exports and imports while leveraging my extensive local and international network to meet the specific needs of channels, platforms, producers, and creators. This work is highly hands-on: fulfilling a single request often involves screening hundreds of titles and engaging with dozens of people, a process I enjoy deeply, as it combines precision, creativity, and problem-solving.”

How has your career evolved during the past 15 years?
“I have worked at the intersection of storytelling and strategy, evaluating, acquiring, and localizing formats for the evolving Turkish market. Listening carefully to what channels or producers need and connecting them with the right content has been central to my work. While distribution has become increasingly competitive and specialized, it continues to thrive, relying on senior-level expertise and a robust network built on years of experience and trust. Turkey’s currency fluctuations and high exchange rates add complexity, but with patience and professionalism, we adapt and continue to operate efficiently, achieving shared goals by collaborating with experienced partners. Ultimately, this industry is founded on trust and long-term relationships, which remain my primary focus. My company is based in Istanbul, the heart of Turkey’s media industry. The city’s dynamic local and international ecosystem allows us to stay up-to-date with industry trends, though keeping pace can be both exhilarating and demanding. With the emergence of new national channels, each with distinct themes and needs, I provide tailored services that match their content needs with the titles I represent internationally.”

How do you balance your different work roles?
"In a media landscape that evolves fast with new trends constantly emerging, we must always stay informed, adapt, and align our work with the latest developments. My job is to build bridges between local and global, tradition and innovation, technology and storytelling. That's where the real future lies. I'm currently developing three original formats in Turkey, focusing on psychology, arts & culture, and quiz entertainment, all of which are in sponsorship negotiations, with plans to air them in the upcoming season. Each project aims not only to entertain but also to provide cultural and social value, reflecting my belief that screens have a responsibility to inform, inspire, and entertain. On the production side, we have supported projects in Cappadocia, and we are currently working on new shoots in Göbeklitepe and along Turkey's southern coast, locations that are increasingly in demand for international productions. One extreme sports project we facilitated in Cappadocia is now airing in the U.S., highlighting Turkey not only as a content exporter but also as a reliable production hub offering world-class talent and cost-effective services."

What is your vision for the future of content and storytelling?
“Turkey, with its unique combination of talent, creativity, and decades of industry experience, continues to stand as a trusted hub for global production. For this reason, I always emphasize that our doors remain open, whether for producing international originals here or distributing projects shot in Turkey. Looking ahead, I firmly believe the future of content lies in balancing technology and storytelling: technology defines how we consume, but storytelling defines why we care. Vertical formats, short-form content, and AI-assisted production may shape the tools, yet the human connection created through story will always remain timeless”.