Tinder breaks scripted original content

The popular dating app Tinder has completed filming his first television series, while his owner, Match Group Inc., is looking to dive deeper into creating original content, told Reuters people knowledgeable directly about the project .

Making new issues is part of a broader strategy that will be revealed in the near future, a spokeswoman told Reuters, refusing to spell out the plans. The near source of production said it was Tinder's first foray into creating an online platform for scripted video content.

The series of several episodes is centered on an "apocalyptic" scenario and includes a subplot on relationships but is not directly related to Tinder's core business dating applications, the source said. It was shot in Mexico at the end of August.

Tinder's move should not be a big surprise given his possession. The parent company Match is majority owned by IAC, founded by Barry Diller, Hollywood legend and president of IAC.

Last October, Tinder launched a lifestyle website, called Swipe Life, to publish original content, including articles and videos about dating and relationships.

The original content offering is a strategy increasingly used by the predominantly US technology and retail industries, which have already attracted millions of dedicated users. Walmart Inc. is working with MGM to strengthen Walmart's Vudu video service. Costco Wholesale Corp has also envisioned video plans to keep customers interested in the brand.

The strategy seeks to engage users at a deeper level, even when they do not use the service. This could help Match keep its customers growing fast. Its shares have increased more than 75% this year, continuing to increase the number of subscribers.

Reuters announced in April that Airbnb Inc., the start-up specializing in booking rental homes around the world, had the ambition to develop a series of original programs to stimulate appetite customers for travel.

Airbnb has been thinking for several years about ideas for creating or authoring mini-series and travel documentaries, as well as programs featuring houses, guests and Airbnb hosts, according to Reuters history.

It was not known when Tinder's first series would be launched or how Match Group would promote them.