Nick Woodman, CEO of GoPro, at the Nasdaq
Photograph by Andrew Burton — Getty Images
By Jason Cipriani
July 7, 2015

Action camera manufacturer GoPro (GPRO) has hired Charlotte Koh, the former head of original development at Hulu, as its head of features and stories, reported Variety.

In the newly created position, Koh will be responsible for partnering with “Hollywood creatives, studios and networks to co-produce new content” using GoPro cameras. According to the report, Koh joined the company some time in June.

The company’s recent push to expand beyond its hardware roots isn’t new; founder and CEO Nick Woodman discussed his media ambitions with Fortune earlier this year. “Our vision for GoPro is a big one and it’s not something we’re going to realize this quarter, next [quarter] or the next,” he said. “This is an incremental, evolutionary thing.”

The tech company currently has broadcasting agreements with the National Hockey League and ESPN’s Winter X Games. Through these agreements, participating athletes wear one of the company’s action cameras, which then broadcasts live footage to viewers around the world.

As for Koh, she plans on taking some time to first figure out exactly what kind of content GoPro will create. Initially, she aims to focus on “unscripted and documentary content,” although scripted content is a “possibility” in the future, she told the trade publication.

Koh is one of several media professionals hired by the company in recent months. Former Hulu employee Jon Cohen joined the company last month as director of content distribution, while former CBS executive Zander Lurie was tapped last November to be vice president of media.

Despite recent moves meant to bolster content creation at the company, GoPro is still committed to creating new hardware. The Variety hiring announcement comes one day after GoPro announced the Hero4 Session, a fully redesigned camera that’s 50% smaller and 40% lighter than previous models. The camera is waterproof, and can be controlled via a Wi-Fi-equipped smartphone or tablet.

GoPro’s CEO also recently admitted the company is working on a drone—also referred to as a quad-copter—currently set for release in the first half of 2016. Meanwhile, virtual reality is another area of interest for the company, having built a six-camera rig designed to capture 360-degree video viewable through VR headsets such as the Oculus Rift or Google Cardboard. Additionally, GoPro and Google (GOOGL) will soon join forces for a VR creation setup, which will include a 16-camera rig that will be able to record live footage.

By combining the ubiquity of GoPro hardware and an experienced content team, the company’s content dream may soon take shape and turn the startup into a legitimate contender in the ever-growing digital media industry.

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