Jimmy Iovine on Apple's Push Into Original Video Content

Jimmy Iovine on Apple's Push Into Original Video Content

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Jimmy Iovine addressed reports that Apple is planning to push further into original video content at the Television Critics Association's winter press tour.

"At Apple Music, what we're trying to create is an entire cultural, pop cultural experience, and that happens to include audio and video," he told reporters.

"If South Park walks into my office, I am not going to say you're not musicians, you know?" Iovine continued when further pressed. "We're going to do whatever hits popular culture smack on the nose. We're going to try."

Iovine also noted that Apple was really competing with free streaming music providers possibly hinting that its video content would be used to attract more subscribers.

"We're fighting 'free.' So a simple utility where, 'here's all the songs, here's all the music, give me $10 and we're cool,' is not going to scale."

Apple will soon be airing 16 half-hour episodes of Carpool Karaoke with a different host for every episode. Recent reports claim the country has been in talks with veteran producers in recent months about buying rights to scripted television programs.

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Jimmy Iovine on Apple's Push Into Original Video Content
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