From KCRW, I'm Kim Masters, and this is The Business.

Vince Gilligan has brought some of TV's most compelling series to the small screen.

But believe it or not, when the creator of Breaking Bad and Better Call Saul took his latest project,

Pluribus to market, he found himself in the midst of his first ever bidding war.

Apple was the victor, and so far,

despite the streamer's reputation for not promoting his shows, he's feeling the love.

They call you up a couple times a week or send you an email say, this is what we're thinking of doing. Like, what do you think about having a behind home plate at the World Series poster

for Pluribus with Ray's face on it.

And I say, what?

You could do that?

You're seriously going to do?

That's friggin awesome.

Yeah, let's do that.

It's been pretty great.

Gilligan talks with Eric Diggins about how his longstanding relationship with Sony helped lead

him to Apple with Pluribus.

He reflects on how his experience on the X-Files pushed him towards serialized

long-form storytelling, and he explains why he's learning to resist the urge to define what his show

means as viewers and critics project their own ideas onto the work. But first we banter. Stick

around. It's the business from KCRW.

I am joined by my partner in banter. Matt Bellany. Hello, Matt.

Hi there.

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