Apple has wooed away more top Sony talent as the tech giant furthers its push into video content creation.

Kim Rozenfeld, Sony Pictures Television’s former head of current programming, is moving to Apple to serve as head of current and lead executive in charge of documentary series development, Variety reported

Also coming from Sony to join the team is Ali Woodruff and Max Aronson, who will both step into roles as development executives.

The new hires will be reunited with and report to Jamie Erlicht and Zack Van Amburg, the former Sony presidents who joined Apple in June to oversee all aspects of video programming. The pair was involved with popular shows like Breaking Bad, Better Call Saul, and The Crown, among many others.

Another addition to the roster is Rita Cooper Lee, formerly head of publicity for WGN America, who will head communications for the video team.

The new moves continue to indicate Apple’s increasing push to contend in the video content space. Apple reportedly set aside $1 billion to invest in the creation of original content over the next year. Comparatively, Amazon and Netflix are projected to spend $4.5 billion and $6 billion, respectively, on programming this year.

Also, on Tuesday, sources told The Hollywood Reporter that Apple has emerged as a potential bidder for the rights to the James Bond franchise.