Apple plans to add original TV shows to Apple Music, executive Jimmy Iovine has confirmed. The company wants to include TV content on Music since it’ll turn the service into “an entire pop cultural experience.”

Music is trying to compete with services like Spotify and Pandora, both of which offer free streaming options. Apple’s plan for making Music a more attractive subscription is to flesh out its content.

A recent Wall Street Journal report claimed the original series will be on the same level as those from HBO and Netflix. Though Apple is believed to also be working on Vital Signs (starring Dr. Dre) and a reality competition series called Planet of the Apps.