Former president of WGN America and Tribune Studios, Matt Cherniss, has been hired by Apple to oversee its growing worldwide video unit.
Earlier this year, the company brought top Sony Television executives Jamie Ehrlicht and Zack Van Amburg to the team to lead the worldwide programming unit and Cherniss will serve directly under them and Eddy Cue.
It has been a successful year in the entertainment industry for Cherniss who launched the critically acclaimed shows ‘Salem’ and ‘Manhattan’ at WGN America. When the company was acquired by Sinclair Broadcasting and its focus shifted away from creating original content, Cherniss left.
The addition of Cherniss is Apple’s latest effort to expand its video efforts. Thus far, it has debuted two original TV series that complement existing services such as Apple Music. With the hirings of these high profile executives, it seems that the company is planning a further push to original content although it has been assumed that their strategy is scattered.
Apple’s early efforts in original content were met with mixed-to-negative reviews. Planet of the Apps was criticized for reasons including a non tech savvy panel and the more recent Carpool Karaoke episodes have been met with less than impressive comments.
However, the company is hoping that their new employees will help to realign efforts and help it compete with the likes of Netflix and Amazon in regards to original content.