Bloom has been working on the Turner and WME-IMG esports championship, Eleague, coverage of which is about to start on the linear TBS channel.
Turner Entertainment chief Kevin Reilly said his new role marked an effort to approach unscripted in a new way.
“I’ve known and worked with Michael for years and I’m looking forward to what comes from having his tremendous energy and relationships aimed at that target.”
At IMG Bloom, was senior VP of its original content division. Before that he was in AMC’s development department and at Fox Sports, where he rolled out the FoxSports1 service.
The executive started his career at MTV.