Turkey bets big on 'Dizi' diplomacy

Turkey's booming television drama industry is set to receive direct government backing, as Ankara moves to reward productions that promote the country's image, language and tourism potential across global markets already hooked on its emotionally charged storytelling.

The Turkish government has announced financial incentives for producers of the country's increasingly popular soap-style television dramas, known locally as "Dizi", provided they help promote Turkey and its language abroad.

"We will provide support of up to the equivalent of $100,000 in Turkish lira per episode for our TV series" broadcast overseas, Culture and Tourism Minister Mehmet Nuri Ersoy told a news conference in Istanbul.

Turkish dramas are now available in 170 countries, with global demand rising by 184% between 2020 and 2023, according to figures from Parrot Analytics. Ersoy described the industry as a "global brand that touches the lives of nearly one billion people across approximately 170 countries, spanning a vast geography from Asia to America, and from Africa to Europe."

"Currently, Turkey has become one of the world's top three television industries in terms of sales and export power," he said, adding that export revenues exceeding $1 billion had pushed the sector past a historic threshold.

To qualify for state support, productions must meet specific criteria. These include promoting Turkey and the Turkish language, targeting countries identified as priority tourism markets, and demonstrating strong ratings and viewership data. The ministry will also facilitate filming by accelerating bureaucratic procedures and allowing the use of historical and cultural sites free of charge.

The incentives build on a sector that has already transformed Turkey into the world's second-largest exporter of television series programming by hours sold globally, after the United States. What began as a regional curiosity has evolved into a formidable services export industry and cultural soft-power tool.

Nearly two decades ago, the series 'Gumus', dubbed into Arabic as 'Noor' and broadcast on Saudi channel MBC, captivated millions across the Middle East with its rags-to-riches romance set in Istanbul. The show's success marked a turning point, opening Arab markets to Turkish storytelling and sparking a wave of demand.

Today, the industry is forecast to generate $100 million annually in overseas sales by 2030, up from around $60 million at present. Turkish content is also comparatively affordable: an hour of programming typically sells for between $20,000 and $30,000, far below the $1 million per hour commanded by prime US or UK productions.

Trade Minister Omer Bolat has said Turkish dramas now reach up to 800 million viewers worldwide. "When overseas, one of the phrases I hear the most is 'Turkish series'," he told a recent conference, underscoring the country's growing cultural footprint.

The ripple effects extend beyond broadcasting. At one stage, media reports credited the success of 'Noor' with increasing tourism from Arab countries to Turkey by a third, as fans sought out filming locations. Turkish Airlines has since capitalised on that interest by offering transit passengers in Istanbul complimentary half-day tours of major studio sets.

Industry figures attribute the global appeal to a blend of cost efficiency, speed and emotionally driven narratives. Production teams can deliver up to 140 minutes of content a week, far outpacing many international rivals. Producers say their dramas, often centred on romance, intrigue and high-stakes family conflict, resonate particularly with older female audiences in the Middle East, Latin America and increasingly Asia.

With Ankara now placing financial muscle behind its most exportable cultural product, Turkish "dizi" are poised not only to dominate screens but also to serve as ambassadors of language, heritage and national identity in living rooms from Karachi to Caracas.