Globo and Ay Yapim Expand Strategic Partnership with Three-Format Deal, Adapting Brazilian Hit for Turkish Market

Globo, Latin America’s leading media company, and Turkish telenovela powerhouse Ay Yapim, have strengthened their strategic alliance through a new three-title deal, featuring a fresh Globo format adaptation by Ay Yapim titled “Ömür Usta,” scheduled to premiere on Turkey’s Now free-to-air channel in September.

The expanded multi-title partnership builds on the success of Ay Yapim’s production of “Leyla,” the first international adaptation of Globo’s megahit “Brazil Avenue,” which has been distributed by Madd Entertainment across more than 100 countries worldwide.

Veteran Ay Yapim creative Hilal Siral, known for directing major hits such as “Fatmagül,” “Forbidden Love,” “Endless Love” (“Kara Sevda”), and “Leyla,” will helm “Ömür Usta,” adapting Globo’s beloved telenovela “Looks & Essence” (“Fina Estampa”).

Written by veteran Aguinaldo Silva, one of Brazil’s most celebrated telenovela writers, “Looks & Essence” centers on Griselda (Lília Cabral), an honest, hardworking, humble handywoman who continues performing household repairs in her upscale neighborhood. “The series explores the tension between appearance and character, questioning what truly holds value in contemporary society,” Globo stated in a release on Tuesday.

Telemundo previously produced a Spanish-language adaptation “Marido en Alquiler” in 2013. Madd Entertainment will oversee international distribution for all three new Ay Yapim productions based on Globo content. In Brazil, the adaptations may also be made available across Globo’s platforms, including Globoplay and Globoplay Novelas TV channel, according to Globo’s Tuesday announcement.

“This partnership underscores the global resonance of Brazilian storytelling,” said Globo head of international business Angela Colla. “Collaborating with Ay Yapim demonstrates our openness to innovative business models and creative partnerships. The success of ‘Leyla’ reflects the universal appeal of our narratives, and we’re enthusiastic to see more Globo stories reimagined in diverse cultural contexts.”

Initially introduced at Mipcom 2023 as part of Madd Entertainment’s five-year milestone, the Globo-Ay Yapim collaboration capitalizes on the rapid expansion of Turkish telenovelas into Latin America and increasingly into Europe, particularly Spain and Italy, where Madd Entertainment secured a four-title agreement with Mediaset in 2024.

Among Latin American media firms most aggressively responding to competition from global streaming platforms, Globo has rapidly diversified its business model over the past decade, venturing into format sales and distribution, partnering with MFF & Co on an English-language multi-season series slate that reimagines its hit telenovelas, and pursuing co-productions with leading international partners announced at last year’s Mipcom, including Ron Leshem, BBC, Fox Entertainment Studios, Beta Film, and Gaumont USA.

Through its dynamic SVOD service Globoplay, Globo has positioned itself in the premium series market with high-end productions like “Emergency 53,” which earned the prestigious Studio Babelsberg Production Excellence Award at the 2026 Berlinale Series Market, competing against content from around the globe.

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