Apple has a $1bn budget to find the next Game of Thrones

Posted August 18, 2017

It has already launched a few shows, one of them being a spinoff of James Corden's Carpool Karaoke that's exclusive to Apple Music, its own streaming service.

However, it will not be as easy as it sounds for Apple.

Apple to launch its own video content: Days after Facebook announced its decision to roll out exclusively produced video content through its Watch tab now available to select users in the U.S., it has emerged that the Cupertino-based tech giant Apple too is aiming to compete with streaming services and cable companies with original video content. Apple Senior Vice Preside Eddy Cue wants the company's shows to stack up against Game of Thrones, according to the report. Even with an annual budget of $1 billion, Apple would be competing with such deep-pocketed premium content outlets as Netflix, Amazon and HBO.

Just this week, Shonda Rhimes, the powerhouse behind hit shows like "Grey's Anatomy" and "Scandal", announced that she'll be moving her production company to Netflix to work on a new series, as well as other projects. Rival streaming content producers also spend a lot on creating their own programming. That factor is uncertain.

According to the Hollywood Reporter, Cherniss will take on the role of chief creative/head of USA programming and will report directly to Jamie Erlicht and Zack Van Amburg, two former Sony Pictures Television executives Apple hired earlier this summer.

It seems that everyone is trying to ramp up their video platforms or, in Apple's case, start it.

Apple has reportedly set aside a war chest that size specifically for acquiring and producing original content for its TV ambitions.

It's not the about the awards, of course, but about being taken seriously. For obvious reasons, why pay £6+ for a single film when you can get a month of Netflix for the same price? For Amazon, there's Transparent, The Man in the High Castle, and Mozart in the Jungle. Both are housed inside the Apple Music silo, but this new initiative will nearly certainly feature as part of the company's Apple TV platform.