Apple targets Emmy Awards with big bet on video streaming
SAN FRANCISCO Television is one of the few screens that Apple hasn’t conquered, but that may soon change. The world’s richest company appears ready to aim for its own Emmy-worthy programming along the lines of HBO’s Game of Thrones and Netflix’s Stranger Things.
Apple lured away two longtime TV executives Jaime Erlicht and Zack Van Amburg from Sony Corp. in June and has given them US$1 billion to spend on original shows during the next year, according to a Wall Street Journal report.
The programming would only be available on a subscription channel, most likely bundled with the company’s existing Apple Music streaming service. Apple declined to comment.
While US$1 billion is a lot of money, it’s a drop in the bucket for Apple and its US$262 billion cash hoard. But it’s still enough to vault Apple into the top tier of tech-industry outsiders producing their own slates of television shows.
Hollywood has long shuddered at the thought of Apple training its sights on TV the way it once did on the music business.
Almost 15 years ago, Apple’s then-CEO Steve Jobs convinced record labels to let the company sell digital music on its iTunes store for 99 cents a single, a deal the music industry was happy to take in the face of growing music piracy enabled by Napster. Over time, though, Apple’s dominance in digital music chafed music executives, who saw the company siphoning off a chunk of their profits.
Movies and television have proven much harder for Apple to crack. The company’s interest in transforming television has been an open secret for years, but Hollywood has so far spurned Apple’s efforts to make itself an indispensable digital middleman for video.
In a way, Netflix beat Apple to the punch with its groundbreaking video streaming service. Launched in 2007, that service pioneered “binge watching ” of entire TV seasons on any device with an internet connection. That gave new life to existing shows such as Breaking Bad, whose creator credits Netflix with its survival, and spawned the creation of other series tailormade for bingeing.
The Associated Press