Brazilian media giant Globo has sold the first international adaptation rights to its biggest telenovela hit in recent years, “Brazil Avenue” (“Avenida Brasil”) to Ay Yapım, one of the most prominent daily series producers of Turkey.
Madd Entertainment, a joint venture of Medyapim (“Mother”) and Ay Yapim (“Endless Love”), will distribute the adaptation worldwide.
The unprecedented agreement allows for Ay Yapım to make some changes as long as it adheres to the telenovela’s main storylines. Globo Studios will be on hand as a consultant.
The International Emmy-nominated soap has already been sold to more than 140 territories so a Turkish adaptation would further expand its reach.
“We are betting on selling formats to bring our productions to new audiences and in different ways. And this agreement with Ay Yapım reflects that, showing the market that we are open to a variety of business models,” said Globo’s head of international business and co-productions, Angela Colla.
“Brazil Avenue” is a complex melodrama about a little girl, abandoned by her mean stepmother at a landfill, who returns as an adult to avenge her father’s death.
Unlike other telenovelas that tend to focus on Brazil’s 1%, the series revolves around Brazil’s middle class, the country’s largest and most coveted consumer market.
The series so gripped the nation that its finale in 2012 brought the country to a standstill, prompting politicians to cancel their rally appearances.
“Seeing one of our most successful dramas produced in a new version will be fascinating. We believe in the potential of this adaptation, its success in Turkey and around the world, and that it will open doors for many to come,” Colla added.
João Emanuel Carneiro, the writer of ‘Brazil Avenue’ and one of Latin America’s most celebrated drama creators, also hailed the agreement. “It’s delightful to know that ‘Brazil Avenue’’s first adaptation will take place in a country that loves telenovelas and has risen as one of the most prolific producers and exporters of this genre in the world, just like my own country.”
As Turkey’s leading production company, Ay Yapım has produced some of its country’s most beloved and internationally renowned soaps, led by “Fatmagül,” “Forbidden Love!,” “Endless Love,” “Black Money Love” and “Family Secrets.”
It has also sold remake rights to many of its titles, most recently its top-rated “Brave and Beautiful,” “Viente minutos” and “Love Storm” to Spain’s Secuoya Studios. Nominated for an Int’l Emmy Award for best telenovela in 2018, “Brave and Beautiful” has aired in over 60 countries.
“We are very excited to produce and create the first version of this great story. I am sure this will be the next hit that will travel the world one more time. I believe joining forces in this new journey will bring a lot of newer opportunities in the future,” said Kerem Çatay, CEO of Ay Yapım.
“Madd has already a proven track of powerful titles that drive audiences to all screens. And now with the Turkish adaptation of ‘Avenida Brasil’ we will have more to offer. It will bring a lot of excitement to the market. Being part of such a big partnership between Globo and Ay Yapım is also a privilege for us,” said Ateş İnce, managing director of Madd Entertainment.
