We spoke with Çetin Yılmaz, producer/director at Siyah Sekiz Media, whose format Celebrity Teacher won first place at NATPE Budapest. The award, given by a panel of top executives and owners from some of the world’s most prominent format companies, highlighted the originality of the concept. Yılmaz shared insights into Celebrity Teacher and the journey that followed this significant achievement.
You received the 2024 Best Format award for Celebrity Teacher at NATPE Budapest, standing out among numerous entries from various countries. Winning with an idea alone seems incredibly significant to me. What was that moment like for you?
Yes, there’s no doubt that it’s a fantastic feeling to have your idea recognized. If I start from the beginning, we were first informed that we made it to the finals, among the last three formats out of 60, and that these three would be competing.
My initial thought was, “This is fantastic news; even placing third would be valuable.” At first, I wasn’t even thinking about winning. But when I arrived in Budapest, my mindset changed. When you see world-renowned and respected figures on the jury, like Avi Armoza and other reputable names in the format and television industry, you start hoping that they might pick your show above the others. When I found out we won, the most dominant feeling was validation. After that, I felt an incredible boost in motivation to keep creating.
Could you describe Celebrity Teacher in your own words?
There are people who become so associated with their fields, icons in their professions. When you think of Ferrari, for example, who comes to mind? Michael Schumacher. When I realized how many such names there are and how universal this phenomenon is across countries, I thought, “Why not create a format around this?” Some of these figures are world-famous; others are local, but the appeal is global.
The idea of bringing these icons together with three mischievous kids and having them teach their profession to the kids in one hour really excited me. At first, the practicality is being questioned, it doesn’t sound feasible. But that’s where the format begins. We defined a set of rules and outlined focus areas for each profession, and then we prepared a demo. We started the demo with journalism/news, and started filming with a prominent and iconic Turkish news figure that everyone knows, Erhan Ertürk. A journalist would spend an hour with the kids, teaching them, and then have them present a news story at the end. Worth the watch, right?
Çetin Yılmaz: “When I found out we won, the most dominant feeling was validation. After that, I felt an incredible boost in motivation to keep creating.”
How did you come up with the idea of explaining a profession to kids through a professional?
We actually had formats in various genres, but we were missing one for the kids, so I wanted to complete that. It took me a few years to develop the idea in my head, and once I felt everything was in place, we shot the pilot. TV, as we know, is all about ratings, so a channel wouldn’t want something that feels like a public service announcement. We needed to appeal to parents, to viewers who want to see celebrities, and even make kids to set their video games aside to watch the format.
I’ve only seen the first episode of Celebrity Teacher, but I’m genuinely curious about the rest. In the end, it’s a show where we, along with the kids, can learn so much, and it’s incredibly entertaining thanks to them. What are your goals for the first season of Celebrity Teacher?
You’re in for a lot. Celebrity Teacher is a format that appeals to children, both individually and as a family experience, and that engages adult audiences too. It’s not just for kids; the topics are broad enough to appeal to adults as well. When viewers see a celebrity, someone they know, admire, or follow, it’ll grab their attention. After all, one of the most vulnerable moments for any adult is when they can’t explain something to a child. You can’t get mad, but you have to make it work, especially if you’re a celebrity and facing a know-it-all seven-year-old, all while being evaluated at the end. I would watch something like that!
What happened after winning at NATPE? What’s next for Celebrity Teacher?
We’ve started serious talks with two European countries. I believe they might launch the show in 2025, though that’s not definite yet. I’m not sure if I can reveal the countries, so I’d need to check with my dear distributor, Umay Ayaz. I would like to thank her again here for her outstanding presentation. In Türkiye, I’m handling the negotiations myself, two channels are interested, but we haven’t sealed a deal yet. There’s an opinion that it’s an ideal weekend format, although some European countries are considering airing it during prime time.
What are Siyah Sekiz Media’s goals and expectations for DICM 2024?
We aren’t sticking to a single lane at Siyah Sekiz Media. While it started as a TV production company, we later added advertising to our portfolio. In a third area, we serve as the format agency for several brands. We’ve also created a new name called Be Content, which we felt was needed for a more global label. So now we have a sub-company focused solely on content creation, with seven original projects to our name. We’ve started showcasing these projects at major fairs, and winning this award has certainly boosted our motivation.
This exclusive interview with Çetin Yılmaz was featured in Episode Magazine’s DICM 2024 issue.
