As Apple looks to continue to expand the content available on the new fourth-gen Apple TV, Variety reports that the company has hired a former Viacom publication relations representative to handle content relations for the Apple TV.

Bernadette Simpao will join Apple after previously working at AMC and Viacom. Simpao was with Viacom for 10 years before jumping to AMC in 2014 and carrying the role of VP of corporate communications. During her time at Viacom, she held various roles, including senior director of communications, while she also oversaw internal and corporate communications and consumer publicity.

At Apple, Simpao will take on PR efforts for content and apps related to the Apple TV, as well as iTunes TV and movies, apps, books, and podcasts, the report claims.

There are a variety of roles that Simpao could hold at Apple. The company has already expressed a slight interest in creating original content for the Apple TV, including a Taylor Swift documentary and the upcoming Dr. Dre semi-autobiographical series. With Simpao’s experience in consumer publicity, it could be that she will focus on highlighting Apple TV content to the general public.

Simpao’s experience in corporate affairs, however, also suggests that she could perhaps aid Apple in communication and negotiations with other TV networks. The company has long been rumored to be working on a streaming web TV service, but efforts are believed to be on hold currently due to a breakdown of negotiations with networks. Simpao’s experience in corporate negotiations and her connections within companies like Viacom, which includes channels like Nickelodeon, MTV, Comedy Central, and more, could help Apple pull more exclusive content to the Apple TV and iTunes.

Apple and Simpao have yet to comment on the hiring.

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