It’s fair to say Hollywood is getting *extremely* excited about Apple’s plans for original video content, including TV-style shows to take on Netflix, Amazon, HBO and other networks.

The Hollywood Reporter has the latest gossip, tracking the meetings of former Sony Pictures Television execs Zack Van Amburg and Jamie Erlicht in their new roles at Apple.

“Though Apple isn’t looking to replicate the pace or scale of rival Netflix’s $6 billion annual spend, it is eager to be in the prestige content business in a significant way,” claimed the report. “Its executives are looking for big, smart, splashy dramas, with at least one citing Game of Thrones, Breaking Bad and The Crown as models.”

We’re a long way from Planet of the Apps territory already, suffice to say.

“The Cupertino company’s Culver City outpost has leap-frogged much of its competition in the Hollywood hierarchy, with multiple agents acknowledging that any project they would take to Netflix or HBO is now taken to Apple as well,” continues the report, with this eye-catching quote from an anonymous studio boss: “Who wouldn’t want to be the Mad Men or House of Cards on Apple?”

As things stand, these shows would be made available through Apple Music, which could be a big boost for the music-streaming service. Then again, the time it takes to produce these kinds of dramas means that distribution situation may well have changed by the time these projects are ready for viewing.

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