International marketing of TV series that are an industrial product: A research on Turkish series

In this study, the development of the TV series as a national and international industry is examined and the sales process to abroad of the Turkish series was evaluated through the intermediary firms that sells the serials abroad. Turkey is taking place in the world's second largest exporter of series. In this respect, the series was discussed that the soft power of Turkey and which marketing strategies are used for marketing of TV series, the regions where the TV series were sold and through which channels sales were realized were researched. In this study, an open-ended questionnaire was conducted for 13 international companies that bought television programs and in-depth interviews were conducted with 3 companies from Turkey that sells international TV series using semi-structured interview form. The questions asked at the TV content buyer fair held in France in 2014 were asked to the TV program buyers in 2019 and the changes in the sector were examined and comparisons were made. In this context, the findings obtained from the researches conducted with television program buyers and sellers were analyzed, evaluated and interpreted.