Apple has just added a new basketball drama series from Kevin Durant’s media company and Imagine Entertainment’s Brian Grazer. The new series, Swagger, will be based on Durant’s time playing basketball in Washington, DC during his childhood.
The latest hire in Apple’s quest for top programming talent appears to be Dana Tuinier from The Paramount Network. Tuinier will head up the comedy space at Apple, and will be responsible for comedy within the Worldwide Video unit
Apple continues its ingress to the world of original content with their latest straight-to-series order for See. An “epic, world building drama” from director of The Hunger Games: Catching Fire, Francis Lawrence
If Apple hopes to compete in the quickly crowded market of streaming services, it will need to start spending a lot more money. If Loup Ventures analyst Gene Munster is to believed, Apple is doing just that by spending up to $4.2 billion on original content by 2022.
Apple Music appears to be at the heart of the Cupertino company’s strategy for original television shows, with a new section headlined “TV & Movies” being added to desktop iTunes and the Music app on iPhone, iPad and Apple TV, as revealed in the promotional trailer for ”Planet of the Apps”.
As you know, Apple is making a deeper push into producing its own stable of original TV shows, with an unscripted reality TV show called “Planet of the Apps” and a spinoff series based on James Corden’s “Carpool Karaoke” scheduled to air this spring on Apple Music, the company’s subscription music service.