via press release:
THE BATTLE BEGINS ON OXYGEN’S “DANCE YOUR ASS OFF”AS HIT SERIES PREMIERES A PLUS-SIZED EPISODE IN ITS REGULAR TIMESLOT ON MONDAY, JUNE 14 AT 10PM ET/PT
HOST MEL B TO APPEAR AT THE TOUR STOP IN NEW YORK ‘S TIMES SQUARE TO HOST www.OXYGENLIVE.com AND
INTRODUCE A SNEAK PREVIEW OF THAT NIGHT’S EPISODE
Oxygen Continues the Marketing Partnership with Crunch Fitness For Second Season
New York, NY – June 10, 2010 – On the heels of the hit premiere episode, Oxygen’s popular dance/weight loss competition series, “Dance Your Ass Off” premieres in its regular timeslot on Monday, June 14 at 10pm-11:15 PM ET/PT in a “plus-sized” second episode featuring new contestants in their first official performances. To kick off the night, Host Mel B will be in New York City at the “Dance Your Ass Off” tour on June 14 to make a special appearance, introduce an exclusive sneak preview of the show for fans in Times Square, as well as host the real-time watercooler www.OxygenLive.com on the East Coast, while executive producer and judge Lisa Ann Walter hosts OxygenLive on the West Coast. Additionally, Crunch Fitness teams up with Oxygen for a second season partnership. “Dance Your Ass Off” season two casting episode, was up double digits compared to the first seasons episode among A18-49 (up +59%), W18-49 (up +57%), W18-34 (up +15%), A18-34 (up +12%), and total viewers (up +35%). On the digital front, the “Dance Your Ass Off” show site on Oxygen.com was up +149% in unique visitors, a triple digit increase compared with last year’s casting episode, and up +71% in page views.
Now that 12 finalists have made the cut, the battle on the dance floor and on the scale officially begins. The contestants prepare for their first performance of the season and get to meet two people who will be pivotal in their success: their personal Crunch Fitness trainer Lee Wall and nutritionist Rachel Beller, MS, RD. The contestants are paired up in teams of two for their important dancing debut, but their world is suddenly rocked when Mel B reveals a game-changing twist on the eve before their performances. The stakes are high and nerves are tested as these contestants endure their first nail-biting competition.
Timed with the episode on June 14, host Mel B will make a special appearance at the New York City leg of the “Dance Your Ass Off Tour” in Times Square at the Pedestrian Plaza on Broadway between 42nd and 43rd Street. In addition to a daytime appearance, Mel B will introduce a sneak preview of the episode for fans on location at9pm and then answer viewer questions and dish on the behind-the-scenes action on www.OxygenLive.com on the East Coast at 10pm, with executive producer and judge Lisa Ann Walter hosting the chat live on the West Coast.
In addition to the promotional tour for season two, Oxygen will once again partner with Crunch Fitness. As part of the “Dance Your Ass Off Tour,” Crunch Fitness dancers and trainer Lee Wall will participate in events throughout the day in New York City. On the show, trainer Lee Wall continues to work with the competitors at their home in their Crunch branded gym. Two Crunch classes are integrated into upcoming episodes that will feature the Strip Tease and the BOING with Kangoo class. Timed with last week’s series premiere, Crunch Fitness kicked off DYAO classes at 15 different gym locations in New York, San Francisco, Los Angeles and Miami. On the digital side, the two brands will continue to share content via www.Crunch.com andwww.Oxygen.com with users getting access to weekly photos/text workout tips from the trainer as well as special offers. In addition, Crunch Fitness will feature marketing materials on site for Oxygen and “Dance Your Ass Off.”
Oxygen continues with its groundbreaking real time destination, www.OxygenLive.com as a companion to every one of its original series. www.OxygenLive.com provides a two-screen experience in which fans can socialize, interact and react in real time through a live chat, on Facebook and Twitter while the show airs. Host Mel B and judge Lisa Ann Walter will be hosting the chat and interacting with fans. For viewers who no longer want to wait until the next morning to chat around the water cooler about the latest “Dance Your Ass Off” moves, fans can join the virtual viewing party from anywhere through their computers or mobile devices (www.wap.oxygen.com)
Fans can join the social dance party at dyao.oxygen.com for the official scoop on the contestants, host, judges, and experts. The site will feature blogs, photo galleries and videos from the series and will be tracking the week-by-week weight loss, so fans can follow the contestants’ progress. Fans can also get exclusive behind-the-scenes extras, including candid photos and extended elimination interviews, as well as fitness tips.
Hosted by Spice Girl Mel B, “Dance Your Ass Off” features 12 talented, full-figured contestants who struggle with their weight and dance to unleash their inner “thin.” They will battle each other on the dance floor – as well as on the scale — for a shot at a $100,000 grand prize. Frustrated by a lifetime of failed diets and workout fads, the contestants will leave their friends and family behind, determined to change their lives forever. The series pairs each contestant with a professional dance partner who trains the competitor for the weekly stage performances. Then they burn up the dance floor and the calories in front of a live studio audience and a panel of expert judges that include Lisa Ann Walter, Danny Teeson and a weekly guest judge.
This 13-episode series is produced by Magical Elves with Dan Cutforth, Jane Lipsitz and Charlie Haykel serving as executive producers. Lisa Ann Walter conceived the original “Dance Your Ass Off” and is also an executive producer along with Kate Rigg.
About Magical Elves
Magical Elves is the production team behind some of the highest quality reality programming on television. Since their partnership began eight years ago, The Elves, Dan Cutforth and Jane Lipsitz, have been nominated for eleven Primetime Emmys®. Last year “Project Runway” and “Top Chef” were both nominated in the Outstanding Reality Competition category for the third year in succession. Magical Elves are the recipients of the first Peabody Award ever presented to a reality television program for “Project Runway” and they produced four of Entertainment Weekly’s 20 Best Reality Shows of all time. Other notable credits include “Bands on the Run,” “Project Greenlight,” “Last Comic Standing” and “Kell on Earth.” The Elves have several shows in production and slated for premiere including “Top Chef 7,” “Top Chef Masters,” “Work of Art” and “Dance Your Ass Off” for Oxygen, “The Real L Word” for Showtime and “Arranged Marriage” for CBS.
Crunch is a health club chain that leads the industry in fusing fitness and entertainment. Since opening our doors in 1989, our mission has been to make working out a good time. Today, we are renowned for creating one-of-a-kind group fitness programs and innovative and unique workouts. Often cited as the gym with the “best classes,” Crunch has raised the bar for the entire fitness industry. Crunch is based in New York City and serves over 60,000 members with locations in New York, Miami, San Francisco and Los Angeles and we’re still expanding to keep up with the demand.
About Oxygen Media
Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to “live out loud.” Oxygen is rewriting the rulebook for women’s media by changing how the world sees entertainment from a young woman’s point of view. Through a vast array of unconventional and original content including “Bad Girls Club,” “Dance Your Ass Off” and “Tori & Dean: Home Sweet Hollywood,” the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging modern young women, wherever they are, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 76 million homes and online at www.oxygen.com, or on mobile devices atwap.oxygen.com. Oxygen Media is a service of NBC Universal.