Getting up close and personal on TV

IRENE CHAPPLE reports on a new take on the old lonely-hearts columns and dating agencies that is offering participants national exposure.

Marketing love can be a cheap game. And when you offer people the opportunity to flaunt their wares on television, it costs peanuts.

Cousins David - 35, single and still looking - and James Perillo - 35, married, thanks - spent less than $100 marketing their new advertorial-style show TV Personals.

The idea, barely two months old and born from beer-goggled inspiration, is on to its third episode. They've wrapped up a six-month contract with Prime TV for an 11.30pm slot on Thursdays at an undisclosed, but "cheap", sum.

So far, the show is running on the scent of success and minimal advertising. Word of mouth is vital. Around 100 small flyers have been slapped around town, and James has been leaving messages for those already advertising their single-and-looking status.

He calls the Herald's "Match" advertisers, pays the requisite $2.19 a minute and leaves a message: "Want to be on television?" Out of 50 such calls, he has had around 20 responses.

In the first week, 30 people called the show to leave messages for participants, in the second week, 65.

The cousins are receiving around 40 calls a week from people wanting to appear, and from those up to 15 will be filmed.

Those chosen to appear on television are given 90 seconds to sell themselves to viewers. The show has a rapid-paced format and flicks through the participants, keeping viewers waiting for the next glimpse of a favourite.

TV Personals is believed to be the first of its kind in New Zealand. It takes from the longstanding classified ad format, but with visuals.

TV2's Blind Date and TV3's Perfect Match were mainstream concepts that were shown overseas before they were brought to New Zealand. Participants would go on television, pick a partner and ride into the sunset with their new love interest.

TVNZ's head of production, Geoff Steven, says there has been a resurgence of dating format television. But he is not rushing to buy one of the shows.

Communicado has been advertising for people to participate in a concept provisionally called The Matchmaker. With 100,000 singles in Auckland, asks the ad, why are most of us leaving meeting a partner to chance?

A Communicado spokesperson is tightlipped.

"We are just developing the idea. It might not even go ahead."

Prime TV sales representative Nick Unkovich says TV Personals is innovative. As long as it doesn't breach broadcasting standards, the station is happy to show it.

The Perillos, an enthusiastic business duo who organise their half-hour Prime TV slot from a Grey Lynn villa, believe TV Personals will be a hit.

Although it is not making money yet, $2.45 a minute plus GST to call the show's 0900 number is a guaranteed cashspinner, says James.

It is niche TV advertorial now, but James believes the concept will go mainstream. He wants to take it worldwide.

The business of finding love in the 21st century is tricky, says David. He is divorced, and reckons the market is huge.

"It's hard to meet people," he says.

He is scathing about Aucklanders' ability to mingle.

"It's so sceney out there. The personal columns show how big the industry is."

His instinct is backed by Chrissie Rickard, who compiles the Herald's Match page. She is getting 60 new advertisers a week, although 15 of them are readvertising. Calls into voice boxes cost $1.95 plus GST, but it works - she says there are six or seven marriages a year.

The marketing is all word of mouth, although she says some new incentives are coming up. Soon, all advertisers will be put into monthly draws to win dinner. The page advertising is also to change.

Match, which was known as Connections, was introduced in 1993.

The Perillos latched onto the rising figures by checking the Match pages each week.

"We didn't have to do any research," says David. There are tens of thousands - hundreds of thousands - of singles in Auckland."

"No marketing was needed. It's a fresh idea. I know a good idea when I see it.

"We are getting people in to market themselves. It's a big industry. People spend thousands of dollars on this. There are definitely single-scene junkies."

But finding love and playing matchmaker can be expensive. Joining Auckland introduction agency Sheffield Hamilton and Associates costs $750 for six months.

At $150 a year, national agency Country and City Contacts is cheap, but owner Joy van Lier yelps when it is suggested that advertising introductions is low-cost.

Her company spends $3,000 a month on newspaper advertising alone, she says. It advertises in 19 newspapers around New Zealand and in magazines.

However, half of its inquiries come from referrals.

Country and City Contacts has more than 5000 clients on its books, although only 1200 to 1500 have active files.

While the proliferation of internet dating sites gives the matchmaker game a shot in the arm, participants' escapism - at the scale's least sinister end - is practically unlimited. The gorgeous blonde could be the sister of Dracula.

When you are advertising yourself on television, honesty, at least about your looks, is unavoidable.

It is also undeniably present in at least one blurb: One straight-up bloke, asked to describe his ideal date, answers: "Great food, great wine - great sex."

Jane Fleming is a TV Personals participant who is happy to be photographed and is open about why she is there.

By James' description, Jane is smack in the middle of the target market: "Probably married before now, possibly children, between 30 and 40, and don't feel like they want to go out to bars and meet people. For most people, it's about having fun."

Jane is 36, divorced and has three children. Her marriage split when her youngest child was a week old.

"I was traumatised by the marriage break-up," says Jane.

She was a schoolteacher, but will soon graduate with a degree in business psychology, and is a social runner.

She is busy and, she says, after what she's been through she's past judging people - or being judged.

"It's not about being desperate," she says. "I have plenty of friends and opportunities. It's about making a more accurate connection."

She points out there are plenty of strange people in so-called normal social situations. Jane says she has met plenty who are "off the wall" at parties.

People are bemused by her admission that she is going on television to trumpet her single-and-looking status.

But for her, the show is simply about increasing the chances of finding a compatible partner.