Brazil's Globo and Turkey's Ay Yapim Renew Alliance With Three-Format Deal

Global Storytelling Through Strategic Alliances

At the heart of international media collaboration lies a compelling narrative: the power of shared storytelling. Today, Brazil's Globo and Turkey's Ay Yapim have announced a renewed partnership that extends their successful collaboration beyond regional boundaries, reaching global audiences with three new format adaptations.

"This partnership reinforces the global appeal of Brazilian storytelling," said Globo head of international business Angela Colla. "Working with Ay Yapim demonstrates how open we are to new business models and creative collaborations."

The deal comes on the heels of the international success of Ay Yapim's production of 'Leyla', an adaptation of Globo's hit telenovela 'Brazil Avenue'. This marks a significant milestone in global entertainment trade, having been sold to over 100 countries through Madd Entertainment.

Ömür Usta: A New Chapter for Globo's Global Expansion

The newest addition to this strategic alliance is 'Ömür Usta', a Turkish adaptation of Globo's critically acclaimed telenovela 'Looks & Essence'. Directed by Hilal Siral, who has helmed many of Ay Yapim's major hits including 'Fatmagül' and 'Forbidden Love', this production promises to carry forward the nuanced storytelling that has defined Globo's repertoire.

Set to premiere on Turkey's Now free-to-air channel in September, 'Ömür Usta' is not only a continuation of Globo's global expansion but also a testament to the adaptability and universal resonance of its narratives. The story centers around Griselda (Lília Cabral), a humble handywoman who performs repairs in an affluent neighborhood, exploring themes of appearance versus reality and societal values.

Building on a Legacy of Success

The foundation for this latest deal was laid at Mipcom 2023, when Madd Entertainment celebrated its first five-year anniversary. The partnership between Globo and Ay Yapim was born from a shared vision of storytelling excellence and strategic business models. This collaboration has since seen significant traction in global markets, with the success of 'Leyla' setting a precedent for future adaptations.

Notably, the expansion of Turkish telenovelas into Latin America and more recently Europe has been a key driver of this renewed alliance. As noted by industry observers, the strategic alignment of these companies aligns with broader trends in global media consumption, particularly in regions where local content resonates strongly with diverse audiences.

Globo's Diversification Strategy

In an evolving media landscape dominated by streaming giants and digital platforms, Globo has adopted a multifaceted approach to maintain its relevance. Beyond traditional broadcasting, the company has ventured into international distribution and co-production deals, partnering with top-tier players such as Ron Leshem, BBC, Fox Entertainment Studios, Beta Film, and Gaumont USA.

Globo's SVOD arm, Globoplay, has played a pivotal role in this transformation. It has not only facilitated the distribution of content but also supported the creation of high-quality series that stand out from the mainstream, such as 'Emergency 53', which earned recognition at the 2026 Berlinale Series Market.

Adapting to the Future of Media

The partnership between Globo and Ay Yapim exemplifies how established media giants are adapting to contemporary consumption patterns. By leveraging the strengths of both companies—Globo's rich storytelling tradition and Ay Yapim's successful track record in international adaptations—the alliance ensures continued cultural relevance.

Moreover, the deal underscores a broader shift in the entertainment industry toward collaborative content creation. As streaming services continue to reshape how audiences consume media, such strategic partnerships offer a bridge between traditional broadcasting and modern distribution methods, ensuring that compelling narratives reach global audiences effectively.

Looking Ahead: Implications for Content Creation

This renewed alliance signals a new chapter in the global entertainment landscape. With 'Ömür Usta' set to debut in Turkey and the continued expansion of Globo's international presence, we can anticipate more adaptations that blend cultural specificity with universal themes.

The impact of such collaborations extends beyond immediate viewership numbers; they contribute to a richer, more inclusive global media ecosystem. As these stories find new audiences across continents, they reinforce the notion that quality storytelling transcends borders and speaks to shared human experiences.