Life imitates art as dating site partners with new ITV2 show

WEEKLY MARKET REVIEW: 7 DAYS ENDED 2 oct 2012:

One major dating site has announced to be sponsoring the newest ITV2 reality television show, bringing interactive elements to viewers in a new experience.

Match.com has joined forces with Girlfri3nds, the dating reality show that chronicles three women looking for love in the UK. Going forward, the online dating service will sponsor the show both online and during broadcasts, with the dating site also offering social media and digital activity as well.

Match UK and Ireland’s relationships and marketing director, Katie Sheppard, spoke out on the new sponsorship deal, calling it a ‘great way’ to bring to life a new dating show format. The hopes are that allowing viewers at home a direct connection with the Girlfri3nds stars through the match.com website, more Brits will gain a better understanding of what kinds of things to watch out for – or avoid – when it comes to looking for a modern relationship in the UK.

The show itself will be much like a televised dating service, as the Emma Wills-hosted programme will kick off with three women getting to choose from a group of one hundred men. Sourced from every corner of the UK, the men will ‘pitch’ themselves to their possible new love interests in the hopes that they will be singled out for a bit of love and attention.

Engagement and interactivity is first and foremost on the mind of ITV Commercial’s head of partnerships, James Penfold, who added that partnering with match.com in such an innovative manner will further these goals quite nicely. Mr Penfold called the adult dating site ‘a perfect partner’ for Girlfri3nds, adding that Kate Taylor, resident relationship expert for match.com, will live tweet dating advice during every episode of the television show.

Of course, whether or not the show will be any good is anyone’s guess – but you can always watch it to find out.

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