Apple is pushing forward with its entertainment ambitions, today announcing that it hired Jamie Erlicht and Zack Van Amburg away from Sony Pictures Television, where they served as presidents from 2005.
The two executives, who Apple notes are responsible for programming like Breaking Bad, Better Call Saul and The Crown, will lead video programming worldwide together, reporting to senior vice president of internet software and services Eddy Cue.
“Jamie and Zack are two of the most talented TV executives in the world and have been instrumental in making this the golden age of television,” said Cue in a press release. “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 began streaming its first production, Planet of the Apps, on Apple Music earlier this month. The reality show is focused on app creators pitching a panel that includes celebrities Gwyneth Paltrow and Jessica Alba.
The tech giant is in competition with more established digital-only content players like Amazon and Netflix, as well as other emerging players like Facebook, which has signed deals with creators like Vox and BuzzFeed, to make content for an upcoming service.