Apple is reportedly searching for a programming head for its TV
efforts to show Hollywood that it’s serious about its original
content and video efforts.
With that in
mind, Apple execs met with HBO’s former programming head
Michael Lombardo earlier this year, suggesting that he could be
a candidate to take the role.
33-year veteran of HBO, left the network
this time last year. During a nine-year stint as program
chief, he helped launch True Blood, Girls,
Veep, Silicon Valley, Last Week Tonight
with John Oliver and Game of Thrones.
It’s not clear from the report what
was discussed at Apple’s meeting with Lombardo, and he has yet
to officially take the role, so the news really serves as just
another reminder that Apple wants its video efforts to be taken
reported the story, writes that, “many in Hollywood have
been flummoxed by what exactly Apple wants to do with video.
Questions include how far Apple wants to go in making its own
shows and whether it wants to compete with Netflix, Amazon and
Apple’s efforts in this area have seemed confused, or certainly
not as serious as companies like the above three. While Hulu
launched its Live TV service, Apple has failed to launch a
similar streaming package that could allow users to cut
their cable subscription itself. Apple TV hardware also lags
behind other rivals
in terms of sales. In addition, while Netflix and
Amazon have launched a series of acclaimed original shows,
Apple’s have thus far tended toward
hip hop-oriented documentaries, and light entertainment
Planet of the Apps and
Carpool Karaoke, aimed at Apple Music subscribers.
the first time we’ve heard that Apple is speaking with senior
entertainment industry execs, however. Back
in March, three senior Apple executives were reported as
being in talks with Hollywood’s “most successful” TV and movie
producers about creating original content for Apple TV.
According to the New
York Post, Cupertino has a small team of big names
trying to secure deals with Hollywood.
Other senior names involved with Apple’s video content include
Eddy Cue, Apple Music head Jimmy Iovine and content chief
What do you think of Apple’s original programming efforts?
Leave your comments below.