Campaign Profile

With more than 200 originals, an ambitious OTT platform and international expansion from Europe to the US, Telekom Srbija is transforming the perception of Serbian content – and aiming to become the streaming hub for the Balkans and beyond.

Telekom Srbija is undergoing a profound transformation – not just as a regional telecom operator but as an ambitious multimedia force with global aspirations. At the heart of this transformation lies a bold content strategy designed to reframe Serbia’s audiovisual exports from niche to mainstream, propelled by major investments, creative ambition and a laser focus on cultural relevance.

“The global perception of Serbian audiovisual content is shifting – we are no longer seen as a niche player, but as a recognised source of high-quality, export-ready storytelling,” says Aleksandra Martinović, director of the multimedia division at Telekom Srbija. “Serbia is now viewed as a market that can produce, package and deliver content that travels well across cultures and platforms.”

This transformation, she explains, is not accidental. “Telekom Srbija identified the right momentum and invested heavily – not only financially, but also by revitalising the creative ecosystem, empowering both emerging and established talent behind and in front of the camera.”

The numbers speak for themselves: over 200 film and TV projects supported, a purpose-built production infrastructure, and the launch of MOVE – the company’s flagship streaming platform – as a unifying distribution and content hub. This investment has repositioned Serbian stories in international markets and created long-term momentum. “Serbian productions are now part of the international conversation, and we see this as just the beginning,” Martinović says.

Telekom Srbija’s global growth strategy is anchored in markets with deep emotional and cultural ties to the region. “By the end of this year, we are entering the US and other diaspora-rich markets,” Martinović explains, citing strongholds of the Serbian and ex-Yugoslav diaspora across North America and Western Europe. “This expansion enables us to position MOVE as the go-to destination for premium regional content – connecting over 30 million people across the Balkans and the diaspora.”

This connection is more than transactional. “We’re not just exporting content – we’re connecting communities,” she says. “That’s the foundation of our international growth model.”

Among Telekom Srbija’s most successful international exports are stories that blend local specificity with universal themes. “Our drama The Civil Servant has resonated globally thanks to its timely focus on intelligence services and geopolitics, delivered through a fast-paced narrative with a distinct Eastern European tone,” says Martinović. The series has travelled widely, including to Brazil, Estonia, Latin America and Puerto Rico.

“The Golden Boy, another of our dramas, found wide success due to the universal appeal of the sport and its off-field drama,” she adds, with distribution spanning Australia, Germany, Austria, Switzerland and multiple HBO Europe territories. Meanwhile, The Secret of the Grapevine, a telenovela set in a wine region, found surprising resonance in Vietnam and India. “The series distinguished itself with emotional depth and character-driven storytelling,” Martinović notes.

The company’s growing library of programmes has also found homes with broadcasters and streamers including Voyo, Filmin, Czech TV, MhZ Networks in the US, Movistar+ and Kaszmarek Media – pointing to a consistent global presence and a varied portfolio.

Looking ahead, the company’s slate reflects a shift into new emotional and narrative territory, while retaining the pulse and energy of its thriller-driven brand. “Telekom Srbija continues to expand its original slate by exploring new genres, tones, and storytelling formats,” says Martinović. “This creative evolution reflects a commitment to telling bold, authentic stories that resonate with contemporary audiences – both locally and internationally.”

Among the upcoming highlights is Rock Me Gently, a romantic dramedy about a disgraced tennis star-turned-coach navigating life, love and unexpected criminal twists. The Home Resort, meanwhile, offers a poignant dark comedy about a family forced to pretend they’re on holiday while hiding the reality of financial ruin. Meanwhile, The Name is Varvara tells a lyrical, ensemble-driven story of a runaway nun and a petty criminal whose lives intersect in search of redemption.

Telekom Srbija is also investing in visually ambitious and high-concept storytelling. The Crown is a musical fairytale thriller about four orphans chasing stardom in 1980s Yugoslavia. Returning fan favourites include Black Wedding: Season 2, which expands its horror-mystery universe into a supernatural quest tied to Serbian folklore and spiritual iconography, and 12 Words: Season 3, which continues the gripping legal and personal saga of its conflicted protagonist.

Historical thrillers also feature prominently. Hand of Justice follows a Yugoslav émigré in Argentina tracking the fascist war criminal Ante Pavelić, filmed in Serbian, Spanish and English. Constantine’s Crossing, a supernatural WWII thriller, explores Nazi occultism and Balkan mythology, filmed in Serbian, English and German on custom-built sets.

While high-stakes drama remains central to the brand, Telekom Srbija is intentionally broadening its emotional and thematic range. “We are now actively expanding into emotionally layered content with strong, complex female leads and narratives that explore contemporary family dynamics, personal transformation and social themes,” says Martinović. “This shift is both a response to evolving global trends and a reflection of audience demand for stories that resonate on a more intimate and human level.”

The company is also reimagining its coproduction strategy. Having played a key role in Scar, a major international coproduction with Amazon, Canal+ and other European partners, Telekom Srbija is looking beyond regional borders. “This experience gave us a strategic impulse to expand the scope of our coproductions,” Martinović says. “Our approach is flexible – whether as lead producer, minority partner or platform collaborator – and we’re actively exploring partnerships that align with our editorial vision and regional relevance.”

That flexibility is underpinned by infrastructure and track record. “With our own film studio, advanced technical infrastructure and a proven track record of over 200 series and films produced, Telekom Srbija is well-positioned to contribute meaningful know-how and production expertise to ambitious international projects.”

Streaming has fundamentally reshaped the company’s storytelling techniques. “The streaming boom has transformed audience expectations – today’s viewers want flexibility, ‘bingeability’ and strong narrative momentum,” Martinović says. “We’re creating series with tighter structure, faster pacing and emotional hooks that keep audiences engaged across multiple episodes.”

The sports documentary genre has also emerged as a natural fit for digital platforms. “Emotionally driven, character-focused and ideal for on-demand viewing,” she notes. The company is also exploring shortform and hybrid formats that appeal to evolving consumption habits.

While FAST and AVoD models are expanding globally, Telekom Srbija is staking its future on a curated experience. “Our greatest strength lies in offering a fully integrated one-stop-shop: TV, internet, mobile and premium content – all in one place,” Martinović says. “We believe we offer something stronger: a curated, premium experience that brings together the best of live channels and on-demand content through our MOVE platform.”

She sees this as the next evolution of content access in Southeast Europe. “It’s not just about content aggregation – it’s about delivering clarity, value and convenience, all in one place.”

Telekom Srbija’s growing international profile was underscored by its role in this year’s International Emmy Awards, which takes place in November. “We were proud to serve as the official host of one of the semi-final judging rounds,” says Martinović. “Having the International Academy of Television Arts & Sciences in Belgrade sends a clear signal: something is brewing.”

This visibility represents more than symbolic recognition. “It’s an opportunity to expand our international reach, forge new relationships, and help position Serbia as a trusted, long-term partner in high-end television and film production.”

Looking to the future, the company’s strategy revolves around the consolidation and international expansion of its MOVE platform, which Martinović describes as “the Netflix of the Western Balkans.” By combining live TV, exclusive sports, news and an expanding library of high-quality originals, the platform represents a central pillar of Telekom Srbija’s long-term vision.

“With MOVE, we are building a regional content hub that reflects both the viewing habits and the cultural identity of Southeast Europe,” Martinović concludes. “This is a key pillar of Telekom Srbija’s growth strategy, and one that confirms our position as a multimedia leader.”