The new Apple streaming service looking for Oscar

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On February 15, 2019 in Los Angeles, California, an Oscar statue was seen at a sneak peak of the Academy's Governors balloon, organized by the media.Mario Anzuoni | Reuters
On February 15, 2019 in Los Angeles, California, an Oscar statue was seen at a sneak peak of the Academy's Governors balloon, organized by the media.

Apple enters the war continuously and hopes to bring home several golden statues for its problems.

According to a Bloomberg report, Apple's new streaming service, due to be unveiled on March 25, has ambitious targets for its television programs and feature films.

The Cupertino, Calif.-based tech giant has reportedly been recruiting strategists to help it run awards campaigns like the Academy Awards and the Emmys, with the intention of running for the Emmy Awards in 2020.

Apple would spend billions of dollars on projects featuring celebrities such as Jennifer Aniston ("Friends") and NBA star Kevin Durant. J.J. Abrams ("Lost", "Star Trek") has also been associated with the new Apple service.

The company should charge users some of its content while offering the rest of the programs for free to Apple device users.

Hollywood has been involved in a debate about how streaming services fit into the mainstream mold of Oscar contests. Netflix badly treated movie theater owners during the release of "Roma" last year. The film ticked all the boxes for the Oscar exam, but did not adhere to the typical publication window period.

The film aired in a limited number of theaters on November 21 and was broadcast on the Netflix streaming service on December 14. The decision has troubled the pen of some movie theater operators, like AMC Theaters and Regal Cinemas, who refused to show "Roma" theaters after his best picture appointment in January.

"Roma" then won three Oscars.

It is unclear whether Apple will follow the example of Netflix or will play well with Hollywood. Amazon, another player in the sector, has enjoyed better relations with the industry by choosing to follow the traditional 90-day theater period.

With regard to Apple's television ambitions, the Emmy Awards have very well accepted the broadcasts broadcast by streaming services. In 2018, Netflix and Amazon won 12 of 26 awards at prime time.

Read Bloomberg's full report.