30 Apr, 2012 By: Erik Gruenwedel
Lionsgate April 30 said its upstart YouTube fitness channel, “Lionsgate BeFit,” generated more than 1.5 million views in April.
The Santa Monica, Calif.-based minimajor, which has an extensive disc catalog of fitness titles, including the top-selling brands from Jillian Michaels, Jane Fonda, Denise Austin, Deepak Chopra and Tara Stiles as well as dance workouts based on TV series “Dancing with the Stars” and classic film Dirty Dancing, is using the titles to help bolster interest in the nascent online channel.
Ad-supported BeFit (which launched in Janaury) is part of YouTube’s recent entertainment programming venture that delivers niche-oriented original content produced by third-party content creators to the online video entertainment community.
As previously reported by Home Media Magazine, Lionsgate bowed the channel with BeFit in 90, a three-month workout program hosted by certified fitness trainer Samantha Clayton, an Olympic track star from the United Kingdom.
Lionsgate is expanding the slate of original content to include BeFit Club Hip Hop, a hip-hop dance fitness series, led by choreographers Bryan Tanaka, Dejan Tubic and Janelle Ginestra — the latter two social media favorites with a combined total of 50 million views on YouTube.
Another new show targets baby boomers and older, Jane Fonda Prime Time Health, featuring the Oscar winner and fitness icon sharing her advice, addressing such topics as workout routines, stretching, strengthening and toning as well as healthy eating habits, crucial vitamin intake and subjects to keep one more focused and happy.
“BeFit … is growing in viewership by a double digit percentage every week, and we believe that 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, EVP, home entertainment marketing.