A publisher had printed on paper for nearly a century. We built it a streaming service.
After almost 100 years in magazines and print, a legacy media company had an audience that had moved to screens — and no way to reach it. We launched an entirely new brand, ARtv, and stood up the on-demand streaming platform behind it.
The challenge
A print-only publisher with nearly 100 years of history was watching its audience move to video while its whole operation — brand, staff, rights, distribution — was built for paper. Reaching that audience again meant more than a website. It meant becoming a streaming company.
What we built
We launched a new brand from scratch — ARtv — and the on-demand platform it lived on: identity and branding, the rights and licensing to fill the content library, distribution, and the team to run it.
Then we made the content. We produced original programming and feature documentaries in-house rather than only licensing other people’s work, so the library had a reason to exist beyond convenience.
The output
Original productions — roughly a dozen originals and ten feature documentaries.
Built and staffed alongside the platform itself between 2016 and 2022: brand, rights and licensing, distribution, and the crew to keep it running.
Why it matters
This is the whole Bloomfield thesis on a six-year timeline. The audience had already moved; the company simply hadn’t met them there yet. We learned where they actually were, then built the brand, the platform, and the content library to reach them — and left behind a working media operation, not a report.
Work by Bloomfield’s founders, 2016–2022.