With Dr. Oetker, great food doesn’t need great time. We negotiated with Channel D, Turkey’s 2nd largest TV station, to produce and broadcast the show. We chose 12.00pm to hit the peak in morning viewing. The opening and closing credits are heavily branded Dr. Oetker. The 10 minute format was chosen to demonstrate just how little time is needed. The crucial element was the presenter. Rather than a ‘cooking authority’ we chose Acelya Akkoyun, a young, energetic celebrity whose personality communicates a new, fun approach to the kitchen.

The show costs 2,462USD per episode. The same airtime bought commercially would cost 18,000 USD. Acelya Akkoyun received, from 120 shows, over 800.000 e-mails from grateful, liberated housewives. And sales increased, between 12% and 18%, across the whole range whilst spot advertising would have only supported a few products. And this is despite an aggressive new entrant in August 2003. The third season starts on 1st of September 2004.