Lionsgate and YouTube Launch New Fitness ChannelBy: Shawn Hess - April 30, 2012
Lionsgate Home Entertainment has partnered with YouTube to release an all new fitness-oriented channel called Lionsgate BeFit. It’s part of YouTube’s new initiative to deliver more niche-oriented original video entertainment.
Lionsgate BeFit includes contributions from Jillian Michaels, Jane Fonda, Denise Austin, Deepak Chopra & Tara Stiles, Royce Clayton, and Garret Amerine, a war hero who rebounded from injury in Iraq to become a leader in the campaign to get and stay fit. The Channel features many different workout styles including yoga, boot camp, Pilates, cardio, strength and complete workout systems.
Lionsgate Executive Vice President of Home Entertainment Marketing Anne Parducci comments on the new YouTube channel:
“BeFit has accumulated 1.5 million views over the past month and 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,”
“We’re delighted to partner with YouTube and pleased to be one of the first studios to utilize their platform for a dedicated, branded channel.”
Kajsa Vikman, SVP of Marketing and General Manager of Fitness at Lionsgate also comments:
“When YouTube told us it was making a bold step into original programming with a wide array of the most talented and innovative content creators in the world, we didn’t hesitate to come on board,”
“We knew that our relationships with the biggest and most talented names and brands in fitness along with our extensive DVD library could help us deliver the premiere fitness destination for millions of people all over the world. BeFit in 90 is just the beginning of the high quality programming we plan to deliver.”
The channel has been up and running since January, but they are now ready to expand their program offerings to include more themes and activities. The BeFit Club Hip Hop, a hip hop dance fitness series featuring the latest moves from the club and hip hop scene in fun to follow routines, will be one of the first additions. It will be led by three choreographers, Bryan Tanaka, Dejan Tubic and Janelle Ginestra, all professionals who have worked with big names like Rihanna and Lady Gaga.
Another series will feature Jane Fonda and her advice on working out, vitamin intake, eating habits, and strength and toning exercises. This is just the start for BeFit, who hopes to launch new original content throughout 2012. If you’re interested in getting in shape check out Lionsgate BeFit YouTube channel.