Phi, the brand new drama from Ay Yapim, has recorded unprecedented viewing figures on Puhu TV, Dogus Media's new VOD service, Eccho Rights reports.

The first original series created for Puhu TV, Phi has recorded an aggregated 7 million viewers for its first 3 episodes, which were released together on Friday, March 31. The platform, which launched earlier this winter, reported a 400% increase in app downloads in the week since Phi's launch, with more than twice as many unique users on the service compared with the week before.

Phi is the first Ay Yapim online original and at 20 x 60 minutes, breaks away from the tradition of long-running Turkish dramas.

"Feedback following the screening last week has been phenomenal," says Fredrik af Malmborg, MD of Eccho Rights who are handling Phi's international distribution. "The enthusiasm that the actors have for the series is infectious, and the totally new way of storytelling has awoken interest in territories and platforms that were previously cautious about taking on a Turkish drama."

Phi is a daring, psychological thriller following the celebrity psychiatrist Can Manay (Ozan Güven), whose world is turned upside down by the enchanting beauty of his new neighbour Duru (Serikaya). But Manay's attempts to manipulate those around him are threatened by the investigations of a journalist (Tüzünatac), determined to unearth secrets of his dark past.