Apple is to turn its massive financial firepower on the British television market after hiring former Channel 4 creative chief Jay Hunt to lead a new programme commissioning team in London.

The appointment is part of a $1bn a year push by the technology titan into original video production to compete with Netflix and Amazon, and to challenge traditional broadcasters.

Ms Hunt, who is due to start work in January, will bring a wealth of British television experience to the venture, having held senior commissioning roles at Channel 4, Channel 5 and the BBC, as controller of BBC One.

It is understood that as creative director for video in Europe, Apple has given Ms Hunt freedom to buy both drama and unscripted programming. At Channel 4 she backed a string of unscripted hits including Gogglebox and the topical comedy show the Last Leg. Ms Hunt also brings experience of live sport, having brought the Paralympic Games to a mass audience for the first time as part of London 2012.

News that Apple will soon begin spending in the British production market will compound fears among broadcasters that they are being outgunned by cash-rich technology players. With more than $250bn in reserve, Apple's move into television is viewed by analysts mostly as a means of supporting its highly profitable gadget sales.