Apple Music is at the heart of the company’s strategy for original TV shows – TechCrunch
Apple is making a deeper pushÂ into producing its own stable of original TV shows, butÂ it probably wonâtÂ compete with originals being produced by Netflix or Amazon.Â At theÂ CODE Media conference today, SVP Eddy CueÂ explained that the company would be focused onÂ creating content that is different from the competition and takes advantage of its music platform.
Appleâs entrance into original TV content is anÂ unscripted reality TV showÂ calledÂ Planet of the Apps.Â That show hopes toÂ leverage the star power of celebrities like Will.i.am and Jessica AlbaÂ while leaning on tech stalwarts like Product Hunt and Lightspeed Venture Partners to giveÂ it some Silicon Valley cred.
In both cases, the shows will debut through Apple Music, the companyâs subscription music service. According to Cue, who heads upÂ media strategy atÂ Apple, the production of its newÂ series followed efforts the company had taken to create exclusive video content for Drake and other artists.
The creativity of those projects led Apple to think about how it could produce and distribute shows in new and interesting ways. âThe things weâre trying to do arenât being done by anyone else,â Cue said. âWeâre trying to do something thatâs unique, that takes advantage of our platform.â
Distributing the content through Apple Music is one way the company could get more people signed up to the service. About 18 months in â and 15 months after free trials ended â Cue said Apple Music is the fastest-growing subscription service the company knows about, with more thanÂ 20 million subscribers.
The shows will be available Apple TV, Watch or PS, as well as on the iPhone or iPad, but the company also hopes to experiment with other ways of viewing the content.
Ben Silverman, whose company Propagate Content is producing Planet of the AppsÂ and who shared the stage with Cue, said the showÂ will also come withÂ an app that will provide a more immersive experience.
During the session, Cue said the nature of how people view contentÂ is evolving. âI think the thing we can all agree on today is that itâs changing,â he said. He also noted that the idea of watching TV, by itself is becoming more and more archaic. Cue said he believes that having a more interactive platform will allow content creators to create more engaging experience.
Apple is just the latest techÂ company to go beyond justÂ distributing content to actually investing in licensing and producing its own shows or movies. That trend started with Netflix, which had longÂ been a distributorÂ before creating its own slate of originals, including shows like House of Cards and Orange is the New Black. Amazon joined the club with the launch of shows like Transparent and Man in the High Castle.
In bothÂ cases, however, the move toward originals meant the distributors became competitive with the studios and networks it licensed content from. With Apple, that will be less of a problem,Â since itâs currently not trying to produce highly produced scripted shows.
For now at least, that should set the minds of other content creators at east.