Apple is continuing to build up its TV unit with the recruiting of four new veteran television executives.
These include Kim Rozenfeld, former head of programming at Sony Pictures Television, ex-Sony development execs Max Aronson and Ali Woodruff, and former WGN America head of publicity Rita Cooper. All of them will play a role as Apple continues to expand its push toward creating original programming.
Expanding its Hollywood credentials
Rozenfeld’s new role will be leading Apple’s efforts on documentary series development as well as head of programming. He will be working again with former bosses Zack Van Amburg and Jamie Erlicht, who joined Apple from Sony in June. Max Aronson and Ali Woodruff will meanwhile be working as development execs at Apple, while Rita Cooper Lee will be in charge of communications for Apple’s new video content unit.
The new recruits join Apple at a time when it’s seemingly getting its act together concerning original programming. Although Apple’s first efforts in this department, the reality TV shows Planet of the Apps and Carpool Karaoke: The Series, have been critical flops, Apple is supposedly readying $1 billion to spend on launching additional shows.
In terms of acquisitions, Apple is reportedly battling with Netflix over the rights to a new original drama series starring Jennifer Aniston and Reese Witherspoon, and may even be throwing its name in the hat to acquire the rights to the James Bond franchise.
Apple is also said to be considering setting up shop in iconic old-Hollywood address the Culver Studios to expand its production operation.
Whether these efforts pay off remains to be seen, but Apple definitely appears to be stepping up its game.