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BACK Unveils a Sexier, More Playful and Engaging Site

Tuesday, June 17, 2003 - 01:10 today announced the re-launch of its popular dating site and social community, offering an array of fun new features and more intuitive navigation along with broadened dating opportunities. While long-term relationships and marriages were once de rigueur among many of's millions of members, today people also come to the site seeking new romantic friends, or a casual dating experience. The re-launched site will accommodate the diversity of relationship interests among's broad base of users and provide new ways to connect, flirt and better manage the online dating experience.

"Since 1995 has played a pivotal role in introducing and legitimizing online dating, and we commonly did this by focusing on members who found marriage partners on the site," said Tim Sullivan, president of "As online dating moves into the mainstream, we will continue to meet the needs of our many members who are seeking marriage or a life partner, while at the same time expanding the scope of the site's consumer value. As's demographic has been trending younger over time, we recognize many singles aren't necessarily seeking long-term relationships, and the new site will welcome people seeking to date more casually."

  New Site Features

   *  Profile Questions -- Profiles come to life with more optional
      open-text questions, allowing members to talk about things like
      favorite hot spots and books they've recently read.  Questions like,
      "Confess, Tiger: what turns you on ... and off?" and "Brag a little:
      what's your best feature," are designed to get members closer to the
      information that leads to the sizzle of attraction and chemistry.

   *  Dating Options -- While profiles discussing intimate encounters and
      casual, short-term relationships were once discouraged on,
      the new site allows members to discuss a greater variety of
      relationship types and more freely and genuinely present themselves
      using photos, videos and profile language.

   *  Do We Match? -- Members can view a side-by-side comparison of their
      own matching criteria in relation to someone they find attractive and
      simultaneously evaluate qualities they do or don't have in common.

   *  Wink -- As turns up the heat, members can now let someone
      know they are interested by winking at them-similar to how we flirt
      with each other in off-line social settings.  Once a day, members
      receive an email of those members who have most recently winked at
      them.  Or members can visit the site to see more profile summaries --
      up to 200 -- of people who may have recently sent a wink their way.

   *  Favorites List -- Allows members to bookmark their favorite members as
      they browse through search results and return to them later when
      they're ready to craft their email or instant message.

   *  Email History -- Destined to be popular with active daters who can be
      challenged in their efforts to keep track of the many romantic
      interests they find on the site, this feature provides members with an
      email log that details all emails sent to and received from other members, sorted by date or username.

   *  Send Match Results to a Friend -- Spreading the love, this feature
      allows members, or even people who are already spoken for but browsing
      for others in their life, to send an entire page of potential new
      friends or dates to a single friend who may not yet have checked out
      the quality inventory on

   *  About Face -- This viral, animated email greeting allows users to
      choose a talking character (or upload and easily animate your own
      photo!), select a voice type, and then create a personal message for
      this character to deliver to a friend or potential match.

   *  Photo Management -- Members can reveal more of themselves by posting
      as many as 25 photos, and now they can post photos larger in file size
      than what the site previously accommodated.

The re-launched is a significantly faster site, providing a more equitable matching opportunity to better engage visitors and members in the online dating experience. The new site is built to be flexible and can be quickly upgraded, designed to easily accommodate the addition of new features and functionality moving forward. Already this year, added features including video, voice capabilities, science-based attraction testing and mobile phone dating.

About is a leading subscription-based online dating site, offering adults worldwide a fun, private and secure environment for meeting other singles.'s personals businesses claim more than 766,000 paying subscribers and more than 8 million members with profiles posted or who are active users. The Company estimates it is responsible for arranging hundreds of thousands of relationships for its members. powers paid online dating on MSN, EarthLink, BET Interactive and is the premier provider of personals for Love@AOL, offering the service across AOL,, CompuServe and offers wireless dating with Match Mobile (, and events and vacation opportunities for singles through its sites, operated by its affiliate, MatchLive, L.L.C., and is an operating business of USA Interactive (NASDAQ: USAI).


CONTACT: Trish McDermott of, +1-925-254-2307,

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