Apple Is Said to Pursue Prestigious Awards for New Video Service

Apple is targeting prestigious awards for an upcoming slate of original movies and TV shows, according to Bloomberg, citing people familiar with the plans.

The technology giant is hiring strategists to help craft campaigns for entertainment industry awards, including Hollywood’s highest prizes like the Oscars and Emmys, the people said. Apple is forming a team of people with awards strategy experience. In January, it hired one such person from Walt Disney’s television group. The iPhone maker is also seeking a high-level candidate to oversee the process, one of the people said. The company could be in the running for Emmy awards as early as 2020.

Since Apple started tiptoeing into video streaming in 2016, investors, consumers and entertainment industry insiders have wondered how serious the iPhone maker is about producing its own material. Recent announcements involving A-list artists and producers, along with the embrace of Hollywood award campaigns, indicate a commitment that rivals recent disruptors like Netflix.

Awards strategists arrange screenings and other publicity events for Hollywood insiders and others who vote on which movies and TV shows win awards. These promoters must work within strict guidelines while ensuring voters see the movies and even spend time with the actors and filmmakers. Winning top prizes can draw consumers to subscribe to streaming services. It also attracts higher-profile directors and actors who once considered online video operations second rate to Hollywood studios.

Apple is spending billions of dollars on projects that feature stars like Jennifer Aniston and Kevin Durant, and producers such as J.J. Abrams. It’s also building a slate of films from Oscar-winning studios A24 and Cartoon Saloon. Apple will reveal its video streaming service on March 25. The company is racing to complete content deals with partners. They will charge for some content, while other video will be free for Apple device users. The offering is part of a broader effort to generate more revenue from online services and diversify beyond iPhone sales.