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GoPro has hired HBO sports executive Bill McCullough, previously vp of creative development and operations for HBO Sports, Variety reports. He’s been at HBO for seven years and while there wracked up Emmys for sports docs and shows, like “Real Sports with Bryant Gumbel.” The hire is part of GoPro’s recent push for original content. Back in the summer, GoPro hired Charlotte Koh, who came from Hulu’s original content division. Right now GoPro’s content is all short-form, but that could change in the future, McCullough said. The key: telling stories with GoPro will take advantage of its unique technology and tell stories in a way that traditional TV cannot. He says he hopes GoPro will be at the Emmys for its original content some day–which, given the success of original content at Amazon and Netflix in recent years–does seem feasible.

GoPro is continuing its investment into content production with the hire of Bill McCullough, who previously worked as vice president of creative development and operations for HBO Sports.

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