Telekom Srbija, the Serbian telecoms giant, is setting out plans to expand from Serbia's leading production hub into a regional powerhouse across the former Yugoslavia, aiming to export local content globally while drawing international productions to the country. Speaking to Variety, chief multimedia and content officer Aleksandra Martinović said the company's focus is shifting towards fewer, more internationally-oriented productions capable of securing global distribution deals, building on a decade of rapid growth.

Over the past eight to nine years, Telekom Srbija has produced more than 300 titles, including over 180 seasons of scripted drama, amid fierce competition with rivals United Media and public broadcaster RTS. Recent projects reflect its more selective, globally-minded approach, including the Serbian-Spanish crime drama "Scar", the Montenegro-set "Crosscurrents", and the English-language thriller "Sanctuary" starring Nina Kiri, which Martinović described as the company's biggest gamble yet. The firm is also investing in its MOVE streaming platform, dubbed a "regional Balkan Netflix", and recently acquired Belgrade's Firefly Studios to build a full production-to-distribution pipeline.