In the fierce competition for retention and growth of the share of paid subscribers against the background of the departure of the majors (Universal, Disney, Sony, Warner) from the country (in ‘22, Ivi ceased to be the market leader), with fewer opportunities for promotion (Ivi is the only independent, non-ecosystem player from the top 5), Ivi, Having the largest library of Turkish TV series, became the first who, at the peak of their popularity, attracted a Turkish star to participate in communication, and “staked out" this territory. We have proven that understanding the values of the community always gives direct access to the consumer's heart and the growth of paid subscriptions. Marketing results: 1. Attribution of Turkish TV series to Ivi (knowledge of the target audience that Turkish TV series can be viewed on Ivi): Before Kazakhstan (February 2023): 20%, After Kazakhstan (June 2023): 24% 2. Craving for an Ivi subscription among current subscribers of competitors (the proportion of subscribers of competitors who are ready to subscribe to Ivi): Before Kazakhstan (February 2023): 14%, After Kazakhstan (July 2023): 18% Business results: 1. The growth in the number of paid subscribers to the Ivi service due to Turkish content: + 13% according to the results of the Republic of Kazakhstan. 2. The growth in the number of viewers of Turkish content (users Ivi with the volume of Turkish content over 20% of the total viewing volume): + 12% according to the results of the Republic of Kazakhstan.