Soft Power on Screen: The Global Reach of Turkish Television

Growing up, I often noticed how people abroad spoke about Türkiye not through politics, but our TV shows. Series like Diriliş: Ertuğrul, Magnificent Century, and Fatmagül’ün Suçu Ne? are streamed in dozens of countries, from Pakistan, Russia, and even on Netflix in the US! In the same way as popular sitcoms shaped the global perspective of American culture, TV shows have become more than entertainment; they are instruments of soft power. Our Turkish shows have become diplomats, aligning with our broader goals of outreach. Through emotional storytelling and cultural export, Turkish television has become a powerful form of diplomacy. We are reshaping global perceptions, building cultural ties, and quietly advancing Türkiye’s soft power on the world stage.

It may come as a surprise, but Türkiye is actually the second largest exporter of TV series in the world, after the US! Anadolu Agency reported that in 2024 alone, Türkiye received a total of over $500 million from exported TV shows across 150 countries. There is an estimate of 1 billion unique viewers worldwide, and a projected increase in revenues between $750 million and $1 billion for 2025. Turkish shows are known for balancing modernity and tradition, introducing us as a dynamic yet culturally rooted nation; a welcome contrast to the plethora of cookie-cutter sitcoms and soap operas we often see on TV. Joseph Nye names three main sources of soft power, one of which is culture; obtaining power through attraction and cultural influence rather than coercion or force. This fits in perfectly with Türkiye’s International Relations framework, using culture as a modern tool for diplomacy.

Not everyone is comfortable with politics, whether it be discussions of or even the mere mention, but women in Bangladesh glue themselves to the screen to watch Hürrem Sultan rise from obscurity into the most politically influential woman in the Ottoman Empire alongside Suleiman the Magnificent. Türkiye understands this power, and the Ministry of Culture and Tourism, in conjunction with the TRT (Turkish Radio and Television Corporation), has strategically supported global distribution of these shows, expecting to reach over 200 countries by the end of this year. They are opening channels for collaboration with popular platforms like Netflix, MENA broadcasters, and Apple TV. Through these shows, we are creating a positive image of a nation through depictions of our culture, and using media and entertainment to educate and influence foreign audiences.

I keep coming back to Magnificent Century, not only because I personally love shows about Türkiye’s history, but also because it explores universal themes like family, honor, love, and justice. These concepts are relatable to anyone in the world! When I hear friends from other countries greeting me in Turkish from watching our dramas, I realized that culture builds understanding much faster than politics ever could. This ties back to the cornerstone of soft power: people-to-people diplomacy. Speaking to the people through ideas and issues they hold close to heart, pervading their daily lives and opening their minds to the idea that, despite our national borders, we care about the same things. Cultural empathy leads to mutual respect, and this lays the groundwork for stronger political and economic relations.

As relations improve, so do ties to other regions like Latin America, the Middle East, and South Asia, where Türkiye’s shows become daily consumption. Cultural influence has the amazing ability to help balance geopolitical complexities, and we are slowly but surely realizing our vision of being the “bridge” between East and West. Love of our shows breeds curiosity, and this leads to an increase in tourist visits, branding deals from overseas collaborations, and co-productions with countries wanting to adapt our shows, assimilating their own cultural flavors. Media diplomacy enhances our credibility in international negotiations and partnerships, leading to economic growth and increased political influence.

It is truly eye-opening to me how Türkiye’s TV shows have evolved from entertainment to an instrument of international engagement. As a Turkish student studying abroad, I see how storytelling gives our country a human voice in global conversations. In a divided world, cultural diplomacy through media reminds us that understanding begins not in embassies, but in stories – ones that make us see one another as people, first and foremost.