Apple strikes multi-year content deal with Oprah Winfrey

Apple has struck a multi-year content partnership with renowned media personality Oprah Winfrey, who is a producer, actress, talk show host, philanthropist and CEO of the Oprah Winfrey Network (OWN).The move will see both Winfrey and Apple creating original programmes as part of a lineup of original content from Apple, the company confirmed in a statement. Through the partnership, both parties seek to leverage Winfrey’s “incomparable ability to connect with audiences around the world”.Last year, Apple unveiled plans to invest approximately US$1 billion in original programming over the year, which could potentially result in as many as 10 original shows by the end of 2017. This is in a bid to boost efforts to go up against networks such as HBO, as well as the video streaming services of Netflix and Amazon, according to multiple media reports.The partnership also comes amidst a recent grab in the media and entertainment industry for original content partnerships with major global personalities and figures. Just in May, Netflix signed a multi-year agreement with former US President Barack Obama and first lady Michelle Obama to produce a diverse mix of content, including the potential for scripted series, unscripted series, docu-series, documentaries and features.Netflix also snagged renowned producer, director and writer Ryan Murphy for a multi-year deal to produce new series and films exclusively at Netflix. Before that, it also signed a partnership with Shonda Rhymes in a major content push. Netflix told the world that it would be increasing its spend up to US$750 million on content and global expansion of its original series.