CHANNEL SURFING: Apple aimed to win over members of the media at an intimate gathering in West Hollywood late Monday to show off some of the latest apps for its recently updated TV service.
The tech company took over a suite at The London hotel, where it brought together media along with executives and founders of six different apps meant to show the breadth of programming for Apple TV, the latest version—with a new interface and voice control options—of which was released in October.
Susan Hootstein, director of programming fashion channel Made to Measure, or M2M, went through the app’s features, which are expected to continue expanding its content ranging from runways shows and designers to acquired films and series.
Original content produced by the network, part of WME/IMG, aims to fill what Hootstein called the “white space in fashion programming.” Fashion shows are often turned around in two to three hours on the network and are not approached in the typical backstage pass-type format many stations offer. “I didn’t want to do E! Entertainment” Hootstein explained.
Model content is aimed at featuring a model’s personality as Hootstein played a short clip of Hailey Baldwin acting out the “shifter car” scene from the 1998 film “Buffalo 66,” starring Christina Ricci and Vincent Gallo. “I was so militant about not wanting traditional model content,” Hootstein said.
Vice launched its Apple TV channel, Viceland, last week and is already working on the next release, according to vice president of product Drake Martinet.
The channel expects to begin releasing Apple exclusive content this year, including a series called “States of Undress,” which will expose viewers to lesser known and understood fashion capitals and industries.
The presentations Monday also included demos for Turner Sports’ March Madness Live app, which will release on Thursday a new feature that allows users to watch games concurrently on a split screen, along with presentations from cooking app Kitchen Stories and the SketchParty TV game.