Tabii is offering cross-border brand collaboration opportunities, multilingual ad formats and locally tailored Arabic content to the Middle East.
The global streaming service by Türkiye’s national public broadcaster TRT aims to meet the demand and interest in Turkish content by offering high-quality, family-friendly Turkish productions that will be tailored for MENA viewers.
The platform offers content in multiple languages that include Arabic, English, Spanish, and Urdu, offering advertisers and brands region-specific targeting and language-based ad delivery to reach diverse audiences.
Multilingual ads and formats
Through multilingual ads, advertisers can use the platform’s targeting capabilities to reach their desired audiences.
Ziyad Varol, Deputy Director General of TRT, says, “Through geographic segmentation, advertisers can reach their audience in specific regions with country-specific targeting options while at the same time targeting the demographic they intend their message to reach. Additionally, we offer content-based targeting by genre and category through language-specific ad delivery.”
He adds that Tabii’s advertising system identifies the preferred language of the user and delivers ads to them in the languages they understand.
“This language-specific targeting eliminates the risk of showing ads in languages that may not be comprehensible to the viewer, enhancing engagement and creating a seamless multilingual advertising experience,” says Varol.
These advertising formats include pre-roll ads (before content playback), mid-roll ads (during content playback), and post-roll ads (after content playback), as well as sponsored content sections (sponsored row placements).
Varol mentions that while Tabii’s ad management system will ensure delivery based on viewer preferences, advertisers will need to create ads in multiple languages to effectively reach diverse language groups. This targeted system, along with the variety of advertising formats, will support brands visibility on the platform.
He acknowledges that this may require additional creative assets by advertisers; however, this level of personalisation results in more authentic communication with different audiences. He also mentions that Tabii will support advertisers in streamlining this process by handling the distribution and targeting of multilingual assets, simplifying campaign management while maximising personalisation.
For MENA-based brands looking to expand into Türkiye, Varol explains, “tabii’s established distribution network provides multiple partnership models including wholesale agreements of our D2C packages that allow these brands to integrate their offerings into tabii through bulk deals while brand partnerships create alignment between MENA brands and tabii’s content for mutual visibility,”
Additionally, Tabii will also be providing advertisers collaboration opportunities; “Presents” and “Presented by” sponsorship options appear before and after shows, while sponsored row placements ensure premium brand exposure.
Varol adds, “Ultimately we provide strategic brand associations that align with specific content genres to enhance visibility while maintaining a smooth viewer experience. These sponsorship options enable advertisers to align their brands with content that resonates with their target audience, ensuring high engagement and brand recall.”
Calling all brands: Collaborating across borders
With its recent launch in the MENA region, Tabii is introducing B2C and B2B partnership models that facilitate cross-border collaborations, enabling market expansion for both Turkish brands in MENA and MENA brands in Turkey.
Through content partnerships, direct carrier billing (DCB), and bundle agreements with MENA-based telecoms, pay TV operators, and OTT platforms, Turkish brands can reach a wider audience without the need for direct operations. These partnerships provide long-term visibility and strategic positioning through local distributors and platforms.
For MENA-based brands looking to expand into Türkiye, Varol explains, “Tabii’s established distribution network provides multiple partnership models, including wholesale agreements of our D2C packages that allow these brands to integrate their offerings into Tabii through bulk deals, while brand partnerships create alignment between MENA brands and Tabii’s content for mutual visibility.”
He adds, “Other avenues that they can benefit from are sponsorship opportunities which enable them to support specific content, events, or categories within Tabii and product placement ensuring seamless brand integration within Tabii’s productions. Co-productions provide a way for MENA brands to collaborate on original content, gaining visibility in the Turkish market.”
In addition to advertising and sponsorship options, the platform will also be looking into co-productions, allowing MENA brands to collaborate on original content and gain exposure in the Turkish market.
“With tabii, we wish to develop joint productions in the region,” adds Varol. “One of our main objectives is to revitalise the production sector in the region with new stories and projects from a unique perspective. Of course, we also have the capacity to offer these projects an international journey. Additionally, Tabii is willing to explore funding opportunities for original projects, fostering creative partnerships and expanding content diversity.”
In an exclusive comment to Campaign Middle East, Tabii mentioned that as a part of their long-term strategic plans, they will be developing original productions in Arabic to further target and engage with Arabic-speaking audiences.
Tabii is targeting multigenerational viewers
In the MENA region, Turkish dramas and romance series have long been among the most-watched genres, highlights Varol.
“Our service targets families & multigenerational viewers, which aligns with regional values; young adults & Gen Z audiences who engage with Turkish dramas and romance, a genre particularly popular among younger viewers and Turkish expats, diaspora communities and other culturally connected audiences seeking premium, dubbed and subtitled Turkish content abroad,” says Varol.
He continues, “By breaking language barriers, Tabii creates a seamless viewing experience and shares authentic stories rooted in Turkish heritage, highlighting themes of love, bravery, empathy, resilience, and triumph.”
Most of Tabii’s global catalogue, including its 41 original series, is available with Arabic subtitles and dubbing.
Tabii: ‘Stories That Bond Us’
Users will have access to over 40 original productions, including series, movies, documentaries, kids’ content, and a vast library of TRT productions on the platform. The content will range between narratives and universal themes of family, honour, and love.
“Tabii’s primary audience is not just Turkish entertainment enthusiasts worldwide; it includes anyone seeking great storytelling that resonates across cultures, all within a premium multilingual viewing experience,” says Varol.
“The Middle East and North Africa (MENA) region holds a special significance for tabii due to the deep historical and cultural connections and shared values like family, honor, and resilience.
The demand for Turkish storytelling has been especially strong here, and Turkish series have consistently ranked among the most-watched in the region, resonating with regional audiences,” says Varol.
Due to this strong cultural affinity, tabii aims to serve as a bridge between Turkish brands aiming to enter the MENA market and regional brands trying to penetrate the Turkish market.
The platform was launched last month and was advertised across the UAE with billboards on the main road, as well as a gala event.
