LOS ANGELES — As Apple takes the plunge into original television-style content, it has hired two of Hollywood’s most respected studio executives to oversee the effort.
On Friday, Apple named Jamie Erlicht and Zack Van Amburg to newly created positions overseeing worldwide video programming. The men, considered among the brightest of a rising generation of studio executives, are currently the leaders of Sony Pictures Television, the company behind high-quality cable dramas like “Breaking Bad,” major Netflix series like “The Crown” and broadcast network comedies like “The Goldbergs.”
In a blow to Sony, Mr. Erlicht, 48, and Mr. Van Amburg, 46, will start at Apple by the end of summer. They will report to Eddy Cue, Apple’s senior vice president for software and services. “We have exciting plans,” Mr. Cue said in a statement. “There is much more to come.”
Apple declined to elaborate. By hiring Mr. Erlicht and Mr. Van Amburg, however, Apple has sent a clear message to Hollywood: We are finally serious about building an original video business. In a statement, Mr. Erlicht said that Apple wanted programming of “unparalleled quality.” Agents, writers, producers, stars — and competitors like HBO — will interpret those words as meaning that Apple is ready to spend.
So far, Apple has only dipped a toe in the original video waters. In February, the company announced…
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