Telenovelas and Turkish series belong to the category of television formats, which represent relaxation for the spectators and are considered to have a light content and lack of quality. While telenovelas have been reigning for more than twenty years in Slovenian television programs, the Turkish series only started their march a little over two years ago. Since they quickly won the Slovenian audience and began to dominate the telenovelas, I was interested in the attitude of the Slovenian audience towards both formats and how the influence of both of them reflects in the society. In the master's thesis, I therefore compared the two formats in terms of content, looked for the reasons of their respective popularity, media imperialism and their influence on tourism, language learning and the marketing aspect, especially in the context of product placement. With in-depth interviews I wanted to find out, first of all, how both formats are perceived by Slovenian viewers, taking into account that this is a genre, which is mainly watched by women. Furthermore, I was interested in what they closely observe and what are the main factors by which they measure the quality. It turned out that viewers of the Turkish series perceive them as superior to telenovelas, highlighting the importance of a well-written story and convincing acting. Both formats influence both the spread of language and, to a certain extent, the increased interest in visiting countries in which such productions are being shot, especially Istanbul. Still, the viewers in terms of naming do not distinguish between the telenovelas and the Turkish series. The biggest deviations among the respondents occur with regard to the level of education - those with lower education tend to focus more on the surface aspects, while the respondents with higher education are more attentive to the details.
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