Globo, Ay Yapim Strike Three-Title Format Deal, First Up ‘Ömür Usta’

Globo, Latin America’s biggest media company, and Turkish telenovela powerhouse Ay Yapim, have renewed their alliance with a fresh three-title deal, including a new Globo format adaptation by Ay Yapim, “Ömür Usta,” set to bow on Turkey’s Now free-to-air channel in September.

The new multi-title partnership rolls off the Ay Yapim produced “Leyla,” the first international adaptation of Globo megahit “Brazil Avenue,” which has been sold by Madd Entertainment to over 100 countries.

A longtime Ay Yapim creative who helmed many of its major hits such as “Fatmagül,” “Forbidden Love,” “Endless Love” (“Kara Sevda”) and indeed “Leyla,” Hilal Siral is directing “Ömür Usta,” adapting Globo hit telenovela “Looks & Essence” (“Fina Estampa”).

From veteran Aguinaldo Silva (“Tieta,” “Anything Goes,” “Her Own Destiny”), one of Brazil’s great telenovela writers, who scored a recent ratings home-run in Brazil with “Three Graces,” 2011 Globo telenovela “Looks & Essence” turned on Griselda (Lília Cabral), an honorable hardworking humble handywoman who still performs household repairs in her fancy neighborhood. “‘Looks & Essence’ explores the contrast between appearance and character, questioning what truly holds value in contemporary society,” Globo said in a statement Tuesday.

Telemundo produced a Spanish-language reversion “Marido en Alquiler” in 2013. Madd Entertainment will handle international distribution on all three new Ay Yapim Globo adaptations.  In Brazil, the new adaptations may also become available across Globo’s platforms, including Globoplay and Globoplay Novelas TV channel, Globo said Tuesday.

“This partnership reinforces the global appeal of Brazilian storytelling,” said Globo head of international business Angela Colla. “Working with Ay Yapım demonstrates how open we are to new business models and creative collaborations. The success of ‘Leyla’ reflects the universal nature of our narratives, and we are excited to see more Globo stories come to life in other cultures.”

First unveiled at Mipcom 2023 as part of Madd Entertainment’s first five year’s anniversary, the Globo-Ay Yapim partnership builds on the dramatic expansion of Turkish telenovelas into Latin America and more latterly Europe, led by Spain and Italy, where Madd Entertainment sealed a four-title sale to Mediaset in 2024.

One of Latin America’s companies which has stood up most energetically to competition from global streamers, Globo has diversified fast its business models from the last decade, initiating format sales and distribution, partnering with MFF & Co on an English-language multiple-season series slate reversioning its hit telenovelas, while driving into co-production with a welter of top international players unveiled at last year’s Mipcom, such as Ron Leshem, BBC, Fox Entertainment Studios, Beta Film and Gaumont USA.

Via its enterprising SVOD arm Globoplay, Globo has also driven into stylish upscale series whose ambitions can make them stand out from the crowd, such as “Emergency 53,” which won the coveted Studio Babelsberg Production Excellence Award at the 2026 Berlinale Series Market, competing with shows from around the world.