The story of Noor: Hooked on soap

Arab women were heartbroken this week when Mohannad and Noor’s divorce was finalised on Monday night.

But no sooner had they come to terms with it than their emotions were sent again on a rollercoaster ride, the episode ending with the bickering couple driving off a cliff.

Rabid following

Noor (Gümüs), for those who may not be in the know, is an Arabic-dubbed Turkish soap that has taken Arab living rooms by storm since the first episode was aired on MBC4 four months ago.

Ironically, the serial flopped when it was originally aired in Turkey three years ago.

Today, it has become one of the region’s most popular soaps.

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"Oh please, who hasn’t heard of Noor," says Jasem Hassan, an Emirati father of two. "Have you driven around at 11pm? You won’t see one Arab woman outside; they are all at home, glued to the screen."

Odia, a 22-year-old Indonesian housemaid in Syria, is also hooked to the show. She and her compatriot have been saving up to go to Turkey in the hope of meeting Mohannad.

Kivanc Tatlitug, who plays Mohannad, is a handsome 24-year-old hunk. He is a former basketball player and won a best model award in 2002.

Infatuated fans

Some reports have even gone as far as blaming the show for increasing divorce rates because husbands are getting jealous of wives’ infatuation with Mohannad, and wives want their husbands to be more like him.

Turkey has also seen a flood of Arab tourists. "From 41,000 [Saudis] last year to 100,000 this year – the same year this show became phenomenally successful," Turkish diplomat Yasin Temizkayn told Reuters. "It’s more than just a coincidence."