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    TV prodaja

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  • 20:00

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  • 21:00

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    TV Replika, kontakt emisija (R)

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    TV prodaja

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  • 13:15

    Kultura 21, magazin

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    TV prodaja

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    Glazbeni program

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    Zvjezdani show, zabavno - glazbena emisija (R)

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    Osijek info, mozaična emisija (R)

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    Dnevnik, informativna emisija (R)

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    Kraj programa

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    TV prodaja

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    Glazbeni program

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To Make An Impression On Asia, Tinder is wanting To Shed its Hookup Image

For a long time, regional dating cultures seemed too challenging when it comes to company— nevertheless now it really is making inroads

For a long time, neighborhood dating cultures seemed too challenging for the company— however now it really is making inroads

A Tinder billboard in Asia.

Supply: Match Group Inc.

PAY ATTENTION TO ARTICLE

A Tinder billboard in Asia.

The popular dating and hookup-facilitating smartphone app, largely ignored everything west of the Pacific during its first four years, Tinder. Tailoring the service to diverse neighborhood dating rituals in Asia ended up being considered too challenging for the fledgling business. For instance, premarital intercourse is frowned upon when you look at the Philippines, arranged marriages are prevalent in Asia and sogaeting (blind times arranged by buddies) could be the norm in Korea.

But that features changed. As Tinder’s explosive customer growth has begun to wane in united states, its moms and dad company, IAC/Interactive Corp.’s Match Group Inc., has been doing exactly exactly exactly what a lot of organizations have inked before: it is looked to Asia.

The company has been strategizing a way to expand in the region, where millions of single people have never tried a dating app over the past two years. To make an impression on Asia, Tinder is reinventing it self.

The company is trying to shed its reputation as a hookup app—instead, it’s selling itself as a place to find new friends in South Korea. In college towns, brand brand new billboards have actually emerged for Tinder: “New Year, New Friends, brand brand New You.” In Seoul, illuminated cubes adorn subway channels with models blowing gum bubbles while asking if “anyone is down for a fast chit-chat.” Famous South Korean pop star Seungri signed on since the face that is local of, telling his fans that lots of of their buddies throughout the world utilize the software. The strategy appears to be working. In past times couple of years alone, Tinder’s user base has a lot more than doubled. In 2015, Tinder didn’t also function into the top five dating apps by packages on iOS or Bing Enjoy in Southern Korea, in accordance with analytics firm App Annie, however now it is rated No. 1 both for packages and month-to-month active users in the nation.

A generation ago, feamales in Southern Korea had been forced to have hitched and begin having young ones within their very early 20s. It absolutely was typical for families to pay tiny fortunes on match-making experts to create their kid up with someone from the same background that is socio-economic.

“During my parent’s generation, ladies got hitched right after university graduation,” Jieun Choi, 26, stated. “People within our generation had been raised by such parents who expected us to undergo that rite of passage.” Her moms and dads started urging her up to now in her own 20s that are early also her chiropractor weighed in, suggesting a love life may help ease her right straight right back pain. “Being just one, you’re type of considered incomplete,” she said.

The way in which young Koreans have actually usually found intimate partners is sogaeting, where a mutual buddy sets two people through to a blind date, or meetings where sets of buddies all go out together and set down. “There’s no casual meetup that takes place spontaneously in Korea. Buddies expose you to buddies,” Choi said.

The environment is changing, though. After leading a independent life while learning abroad in Hong Kong, Choi relocated back once again to Seoul recently and said the antique match-making traditions felt inapt.

About 5 years ago, a quantity of Korean entrepreneurs had been viewing the rise that is meteoric of within the U.S. and noticed a space within their market. Homegrown apps like Amanda and Sky individuals began attracting scores of members.

Lyla Seo, 35, saw this as a chance when she became Tinder’s very first manager that is general South Korea in July 2017. During the time, Tinder had no online marketing strategy to court the tech-savvy Korean populace, therefore she partnered with an investigation agency to conduct interviews with neighborhood users.

Her many discovery that is significant having less understanding about Tinder and just how it must be used. Search engine optimization found young Koreans had been hopeless to satisfy people that are new go out. Therefore Tinder invited a huge selection of teenage boys and ladies to roller skating discos, key concerts with pop music vocalists and all-day searching groups. Tinder adverts are every where: television, Twitter, buses, concert halls.

Those knowledgeable about Tinder’s more reputation that is transactional the western are bemused. “Tinder can be so tied up into US tradition, the idea it could conceal its identification in Korea is form of ridiculous,” stated University of Michigan Professor Fred Feinberg, who’s examined the advertising behind online dating sites apps.

Match’s foray into Asia stretches beyond South Korea. Match ceo Mandy Ginsberg is gambling big with this part around the globe, investing additional money on advertising in Korea, Asia and Japan than anywhere else on the planet, regardless of the Asia Pacific area just attracting 12per cent of Match’s income a year ago. This would increase to 25% by 2023 in May, she told analysts.

In a job interview, Ginsberg recalled recently attending her nephew’s wedding in India when she had been talking with a combined team of their buddies who are now living in the nation, she asked if anybody thought they may fulfill their significant other via an arranged wedding. “They all started laughing at me personally and stated, ‘that ended with your moms and dads,” Ginsberg stated. “This generation varies.”

If any such thing will probably disturb Ginsberg’s plan, it is the social nuances. In the usa, Tinder pages are usually inundated with selfies and swimsuit shots, while pages in Southern Korea consist of images of users’ favorite food, pets or hobbies. In Asia, faith, language and caste are very important features in a mate that is potential. In Japan, it is typical for potential suitors to record their bloodstream type, or ketsuekigata, to their dating pages being a hint at their character kind, alongside their salary as well as a usually inflated height.

To comprehend each one of these intricacies, Match happens to be looking for managers that are local familiarity with regional traditions. In Asia, Match has a brand new manager that is general Taru Kapoor, who’s trying to enhance the odds of matching people who have appropriate social views by asking brand brand new users to reveal their ideas on the #MeToo motion and whether ladies should carry on working after wedding. Junya Ishibashi was elevated to basic supervisor for Match in Japan and Taiwan. He could be attempting to lobby the us government to backtrack on strict regulations enforced within the 1990s that ban advertising products that are dating tv, near general general general public transit channels or on Bing. Match is additionally focusing on Indonesia, Singapore and Vietnam.

The announcement that is recent of Lite, a software targeted towards rising areas, will surely assistance with Match’s expansion eastward, stated Cowen analyst John Blackledge. Tinder Lite is likely to be smaller to down load and occupy less room on smart phones making it more beneficial in remote areas where information use comes at reasonably limited. “If localization is what’s required, that’s the way they’re going to go,” he said. “They desire to win.”

— With help by Pavel Alpeyev, and Sohee Kim

Impressum

DIREKTORICA I GLAVNA UREDNICA

Ružica Smolčić

031 400 000

urednik@ostv.hr

VODITELJ TEHNIKE

Dario Čakmak

rezija@ostv.hr

VODITELJICA MARKETINGA

Mirjana Mlinarević

031 400 003

marketing@ostv.hr

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