FACTORS AFFECTING SERVICE EXPORTS: A QUALITATIVE RESEARCH ON TURKISH TV SERIES EXPORTS

Abstract

With the development of the TV series sector in Turkey since the 2000s, Turkish-made TV series have begun to be exported abroad. As of 2021, Turkish TV series, which have been broadcast in more than 170 countries, especially in the Middle East and North Africa, have reached hundreds of millions of viewers and ranked third after the US and the UK in TV series exports. The popularity of these TV series in the countries they are exported to has enabled Turkish content to be used as an effective tool in areas such as export, cultural promotion, tourism and language teaching. The aim of this research is to examine the factors affecting the development of Turkish TV series exports. Within the scope of the research, in-depth interviews were conducted with 19 experts who have knowledge and experience in TV series exports. The obtained data were evaluated with the content analysis method and the relationships between themes and codes were analyzed with the help of code-based frequency graphs using the MAXQDA program. The research determined the advantages provided by the increase in the viewing rates of Turkish TV series abroad and the disadvantages created by the problems encountered in the series export processes for the sector, and compiled the suggestions of the sector representatives for the future. The Turkish TV series sector has achieved great success in the international market; for the sustainability of this success, the support provided to the sector needs to be increased and diversified. In order for Turkey to further increase its share in international service trade, long-term strategic goals that will contribute to sustainable growth by creating a competitive advantage are needed (Produced from a doctoral dissertation).