Türk Dizi Filmlerinin Uluslararasılaşmasında Distribütörlerin Fuar Süreci: Çoklu Örnek Olay İncelemesi (Trade Fair Process of the Distributor on the Internationalization of Turkish TV Series: Multiple Case Study)

Abstract

Purpose – The main purpose of this research is to understand the trade fair activities carried out by the distributors on the internationalization process of Turkish TV series. Design/Methodology/Approach – Multiple case study model, which is the qualitative research methods, was used. Data were collected by conducting semi-structured interviews with the agents of three Turkish TV series distributors using the purposeful sampling method. The data were analyzed by content analysis. Findings – International trade fairs are held in different parts of the world many times a year. It is an important touchpoint for Turkish distributors, who assume the act of intermediary between Turkish producers and TV channels from other countries, for Turkish TV series get into the other country's market. The trade fair process was examined as pre- trade fair, during the trade fair and post- trade fair. Distributors make announcements to their target markets before participating in the trade fairs, take part in the trade fairs as exhibitors, promote the TV series in their catalogs, and establish and develop relations with current and potential customers. By providing continuity of the relations established after the trade fair, they continue to work for the licensing agreements of the TV series in their catalogs. Discussion – Turkish TV series, which were broadcast on TV channels of other countries and enjoyed by large audiences, were achieved both with artistic and technical superiority and through the intermediary activities of distributors in the transfer of rights to TV channels of other countries. International trade fairs can be expressed as markets where Turkish content is presented to the global TV market and where integrated marketing communication takes place. In addition to having an important share in export revenues, Turkish TV series play an important role in promoting Turkey, Turkish culture and Turkish brands to wide geographies by being broadcast on TV channels of other countries. With the study, it has been tried to understand the trade fair process on the internationalization of Turkish TV series, which is a great power for Turkey's image and export.