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Apple has recruited cable TV public-relations veteran Bernadette Simpao, who has joined the tech giant’s content PR team focusing on Apple TV.

Simpao, formerly VP of corporate communications at AMC Networks, will handle PR efforts for content and apps related to Apple TV, as well as for iTunes TV and movies, apps, books and podcasts.

Simpao declined to comment on her move to Apple.

Over the past year, Apple has been stealthily exploring a move into original entertainment programming as well as a TV-like video subscription service. Reportedly among its first original series is an autobiographical scripted series from Dr. Dre, the rapper and entrepreneur who co-founded music company Beats and sold it to Apple for $3 billion.

Simpao joined AMC in September 2014. Prior to that, she spent 10 years at Viacom in various communication roles, including senior director of communications for Viacom International Media Networks.

While at Viacom, Simpao oversaw internal communications, as well as corporate communications and consumer publicity for the company’s portfolio outside the U.S., including MTV, Nickelodeon, BET and Comedy Central. From 2007 to 2009, she served as manager of communications and public affairs for BET Networks.

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