Apple Adds Four TV Veterans To Original Video Unit

Apple is continuing its amplified push into original video with four high-profile hires.

Three Sony Pictures Television executives have joined Apple, Deadline reports, joining former Sony colleagues Zack Van Amburg and Jamie Erlicht, who were tapped to oversee Apple’s worldwide video programming efforts in June. They include: Kim Rozenfeld, Sony TV’s current programming head; VP of drama development Max Aronson; and Ali Woodruff, Sony TV’s director of creative affairs.

Additionally, WGN America’s former head of PR, Rita Cooper Lee, has also joined Apple, per Deadline.

In his new role, Rozenfeld will oversee current programming at Apple once its original slate has launched, as well as docuseries development. Reporting to Van Amburg and Erlicht, he will also contribute to scripted series development alongside newly-tapped Matt Cherniss, who arrived at Apple last month from WGN America. Aronson and Woodruff, meanwhile, will serve as development execs at Apple, while Lee — who most recently served as EVP of communications and publicity for WGN America, will oversee PR for the new video unit, reporting to Apple’s senior director of communications Tom Neumayr

Following the hires of Van Amburg and Erlicht earlier this summer and the lukewarm reception to its first original series Planet Of The Apps and Carpool Karaoke, Apple has reportedly ramped up its video push in recent weeks. The company is said to be setting aside a $1 billion budget to license and produce a dozen original TV shows over the next year, and is also reportedly eyeing the iconic Culver Studios as a new home base.