Apple’s original video content ambitions are no secret. The company’s first original series, Planet of the Apps, aired its first episode last week. Apple has also bought the Carpool Karaoke segment that initially appeared on James Corden’s show. The company has now announced that two Sony Pictures executives have joined the company to lead its original programming efforts.

Jamie Erlicht and Zack Van Amburg, described by Apple as “two of television’s most creative and successful executives,” have joined the Cupertino company in newly created positions that have not been named. They will be tasked with leading video programming worldwide and will report directly to Eddy Cue.

Both have served as presidents at Sony Pictures Television since 2005 and have been responsible for some of the most popular series of the past decade, including but not limited to Breaking Bad and its Better Call Saul spinoff.

Apple’s senior vice president of internet software and services Eddy Cue said about the new executives that “We have exciting plans in store for customers and can’t wait for them to bring their expertise to Apple — there is much more to come.”

Apple is certainly going to be ramping up its original content productions in the months to come. The company has already shown its interest in this field and given that it has been acquiring talent for precisely this purpose, it goes to show that Apple is serious about competing in this space.

Filed in Apple. Read more about Entertainment.

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