Brief They.Create was asked to consult with the V&A and Cultureshock Media on the introduction of a new digital channel. The channel was conceived to support the ever-expanding body of audiovisual work in partnership with the editorial reach of the quarterly V&A Magazine. The channel also needed to compliment the current framework of the existing site as well as the proposed future site. Another key consideration was to develop a suitable online membership model that strikes the right balance of freemium vs premium content and how best to extend the current offering within the existing members remit. Outcome The result is a dynamic digital channel that utilises the power of Adobe's Flash media server for seamless, flexible playback - delimited within colour coded areas (People, Things, Happenings & Members). Users can view stations via a host of filtering or search options, share through their favourite social networks, rate videos and articles and even 'dim the lights' for an enhanced playback experience. V&A members enjoy a full unrestricted viewing experience and are exclusively notified first about forthcoming and new events. The channel is already proving a great success and has received unprecedented adoption rates, as well as increasing traffic to the main V&A and retail sites.