Unlike Apple TV, Apple’s streaming television and movie businesses isn’t a hobby. Apple’s latest hire, Kelly Costello, helps drive that point home. Variety reports she’s serving as business affairs executive reporting directly to Apple’s head of business affairs for worldwide video, Philip Matthys. She previously served as executive vice president of business and legal affairs for Broadway Video, and served stints at Viacom and NBC Universal Television, too. With each new hire Apple is showing it’s playing for keeps in the streaming entertainment market.