by Gavin O'Malley, Apr 30, 2012, 5:54 PM
One could be excused for doubting Lionsgate’s
recent foray into online fitness programming. What did a company with
celluloid roots know about digital streams and full-body stretches? Yet
the
self-described “diversified" entertainment company is experiencing
success with its dedicated YouTube fitness channel “Lionsgate BeFit.”
Since its January debut, the channel
has racked up over 3.7 million views, and more than 1.5 million in the past month.
“Our ability to combine compelling original content and a broad and deep catalog of fitness brands
positions us for long-term success," said Anne Parducci, executive vice president of home entertainment marketing at Lionsgate.
Part
of YouTube’s recent entertainment programming venture
-- in which Google has agreed to invest $100 million -- the BeFit
channel is already preparing to add the “BeFit Club Hip Hop,” a hip-hop
dance fitness series.
Taking
a
cue from cable networks, YouTube debuted a premium content strategy in
2011. To date, programming standouts include Hearst's Car and Driver
Television, the Madonna-supported DanceOn, The Onion News
Network, WWE's Fan Nation, Clevver Media, Meredith, Varsity Pictures and
ION Television.
Targeting baby boomers and older
Web users, “Jane Fonda Prime Time Health” --
featuring Fonda holding forth on workout routines, stretching,
strengthening and toning, as well as healthy eating habits, vitamin
intake, and the like -- will soon premiere on the BeFit channel.
An ad-supported resource for free fitness programming, the BeFit
channel also includes programming from Lionsgate's catalog of fitness
content from Jillian Michaels, Denise
Austin, Deepak Chopra and Tara Stiles, as well as dance workouts based
on "Dancing with the Stars" and “Dirty Dancing.”
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