Popular dating
app Tinder has wrapped filming on its first television series,
as owner Match Group Inc seeks to dive deeper into
creating original content, people with direct knowledge of the
project told Reuters.
Making new shows is part of a larger strategy that will be
revealed in the near future, a spokeswoman told Reuters,
declining to elaborate on the plans. The source familiar with
the production said it is Tinder's first foray into creating an
online platform for scripted video content.
The multi-episode series centers on an "apocalyptic"
storyline and includes a relationship subplot but is not
directly connected to Tinder's core dating app business, the
source said. It was filmed in Mexico City in late August.
Tinder's move should not be a big surprise given its
ownership. Parent company Match is majority owned by IAC,
founded by Hollywood legend and IAC Chairman Barry
Diller.
Last October, Tinder launched a lifestyle website called
Swipe Life to publish original content including articles and
videos about dating and relationships.
Offering original content is an increasingly popular
strategy for the mostly U.S.-based technology and retail
industries that have already attracted millions of devoted
users. Walmart Inc is working with MGM to boost
Walmart's Vudu video service. Costco Wholesale Corp has
also considered video plans to keep customers interested in the
brand.
The strategy seeks to engage users on a deeper level even
when they are not using the service. That could help Match hold
on to its rapidly growing customers. Its shares have risen more
than 75% this year as it continues to add subscribers.
Reuters reported in April that Airbnb Inc, the start-up for
booking home rentals around the world, has ambitions to develop
a slate of original shows to whet customers' appetite for
travel.
For several years, Airbnb has considered various ideas for
creating or licensing mini-series and documentaries about
travel, and shows featuring Airbnb homes, guests and hosts,
according to the Reuters story.
It was not clear when Tinder's first series will launch or
how Match Group will promote it.
Reuters