From Content to Connection: The Role of Series in Today’s TV Ecosystem

05 March 2026 | 2 PM (KL Time) | Speaker: Ms. Sangerim Zhakhina, Sales Manager at Kanal D International (CIS, CEE & Baltics) | Host: ABU Media Academy | Participants: 42 members across the Asia-Pacific

The television industry is undergoing rapid transformation as audiences consume content across broadcasting, streaming, and social media platforms. In this evolving landscape, broadcasters face the challenge of keeping their stories relevant to audiences whose viewing habits are increasingly fragmented. Despite these changes, television series remain a powerful storytelling format capable of sustaining audience engagement and crossing cultural boundaries.

The ABU Media Academy convened 42 media professionals from across the Asia-Pacific for a webinar exploring how television series continue to shape audience engagement in today's evolving media landscape. The session was moderated by Aswandi Amin, Manager of Programme at ABU Media Academy, who welcomed participants and set the stage for the discussion. Daniyar Tussupbek, Head of ABU Media Academy, delivered opening remarks before introducing the guest speaker, Ms. Sangerim Zhakhina, Sales Manager at Kanal D International, who shared insights on global content trends, audience behaviour, and strategies for sustaining viewer loyalty. Ms. Zhakhina began by highlighting the intense competition within the Turkish television market, where multiple dramas and entertainment programmes often compete simultaneously for prime-time audiences. Such competition, she noted, pushes producers and broadcasters to constantly refine their storytelling approach. High production quality alone is no longer sufficient. "If you don't have emotional storytelling, it's not going to work," she explained, emphasising that compelling narratives remain the core driver of successful series.

Ms. Zhakhina compared global production models, noting that Turkish dramas often follow a ratings-driven structure with long-running episodes and flexible scripts shaped by audience feedback. In contrast, South Korean dramas use shorter, pre-planned story arcs with tightly structured narratives. Both approaches highlight the importance of aligning storytelling with audience expectations and viewing habits.

A key theme throughout the session was the increasing importance of balancing local storytelling with global distribution opportunities. While television markets were historically dominated by imported content, many countries are now investing more heavily in local productions. According to Ms. Zhakhina, this shift is creating a more diverse global media environment where regional storytelling can find international audiences. She described this emerging landscape as a "multipolar IP era," where different regions develop distinctive strengths in content creation.

During the discussion segment, participants explored the growing global popularity of Turkish television dramas. Responding to a question from the moderator, Aswandi Amin of the ABU Media Academy, Ms. Zhakhina explained that their success lies in a combination of cinematic visuals, strong casting, and emotionally driven storytelling that resonates across cultures. Although these narratives are rooted in local contexts, themes such as family relationships, love, and social challenges are universally relatable, allowing the stories to travel widely across international markets.

The session also explored the impact of emerging technologies on content production. While artificial intelligence is increasingly used in creative workflows, Ms. Zhakhina noted that emotional authenticity remains difficult to replicate through automated tools. AI may assist in certain production elements, but human performance and emotional storytelling remain essential for meaningful audience connection.

"Knowing your audience is already 90 percent of the job." - Ms. Sangerim Zhakhina

The session concluded with moderator Aswandi Amin thanking Ms. Zhakhina for her valuable insights and encouraging participants to continue the discussion through the ABU Media Academy Learning Portal.

Impact Highlight: The session reaffirmed that while technology and viewing platforms continue to evolve, the foundation of successful television remains unchanged. Stories that reflect shared human experiences, particularly those centred on relationships and emotional connection, remain the most powerful drivers of audience engagement across cultures and regions.