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DatingDirect.com has signed a deal with GMTV to launch a co-branded

dating site. Set to go live at the end of the month, the site

(www.gmtvdating.co.uk) will give GMTV viewers access to DatingDirect.com’s

80,000 active members around the UK.

The site will be designed in the style of the GMTV site (www. gmtv.co.uk)

and be promoted during the programme and in 30-second TV ads.

”With over five million viewers every morning, the GMTV brand has become

synonymous with everyday issues. We felt that the provision of an online

dating service was a natural addition to our existing site,” said Nog

Sawdon, head of GMTV’s site.

DatingDirect.com last month forged a partnership with shopping portal

Zoom, following second-round funding of #2 million. Other recent deals

include CharlotteStreet, FreeServe’s iCircle, Lycos and

greatXscape.co.uk.

”By teaming with high-profile brands we remain elevated above the

traditional perception of dating agencies, which tend to be dated in look

and feel,” said Darren Richards, co-founder of DatingDirect.com.