Friends Reunited Launches Dating Site For ITV Show

Friends Reunited, the once-mighty precursor to social networking for UK school alumni, is finally going to get a further television outing. ITV has exploited the 18 million-member community precious little since it bought it for £175 ($347) million in December 2005 (a TV ad campaign for the site, which also involved sponsoring several ITV shows, looked suspiciously like an easy way to bolster the broadcaster’s ailing ad revenue). Now, though, the website will be joined up with ITV2’s Streetmate dating show, which “will be supported by a dating site developed with Friends Reunited” (C21). NMA says the dating initiative will run on mobile as well as online. For independent producer Tiger Aspect, which makes Streetmate, the Friends Reunited project is part of a new focus on community-centric online brand extensions.