Apple Inc appears to be the latest threat to Netflix, Amazon, and Hulu’s livelihood. In an effort to boost its video content production, the technology company has hired two television veterans. Apple had announced it would enter the automotive field last week, and has now set its sights on the video industry as well.

Hoping aboard Apple’s ambitious efforts will be Sony Pictures Executives Zack Van Amburg and Jamie Erlicht. Working with Sony for the past twelve years, the duo helped create the wildly successful shows “Breaking Bad” and “Better Call Saul.” The pair will now be responsible for managing all video programming produced by Apple.

The hirings send a clear message that Apple is now fully immersing itself in video. The iPod creators are certainly entering a crowded field filled by the likes of Netflix and Hulu. Nearly every social media platform is getting in on the act as well. Facebook is the latest example of an interactive site investing in video content. Mark Zuckerberg and company recently inked a deal with BuzzFeed to produce programming made available to the public.

Apple Streaming Devices

Apple Wants To Compete With Netflix And Amazon For The Best Video Content

Original content will likely be the focus of Apple’s campaign. Netflix and others have spawned multiple hits with their original content. Apple recently ventured into that realm with the launch of “Planet of the Apps,” a series reminiscent of ABC’s “Shark Tank.” The company released the original show to subscribers through Apple Music.

Having multiple platforms already in place will help Apple challenge the competition. The tech leader surely understands the value of having iPhones and iPads in place to help prmote their content. Apple’s vast arsenal of products can help its streaming service grow quickly, something Van Amburg and Erlicht plan on taking advantage of.

The two notable hires may only be the start for Apple as they jump into the emerging market. Worth nearly $70 billion today, Netflix has proven that video streaming can be very profitable. Apple joining the craze has only solidified the industry as the centerpiece of modern media consumption.