Star Plus and Shaadi.com (by the People Group) are launching a reality show on marriages soon called Mujhse Shaadi Karogi. This is line with the Cross Media strategy that matrimonial portals have been adopting since mid 2008. The reality show will be open to single male and female Indian residents who can speak fluent Hindi. The show will trace the journey of participants right from the in initial meeting, selection, discussion and drama, culminating in a traditional Indian wedding.

Unlike matrimonial services offered on the mobile which charge a subscription fee and where revenue sharing deals are fairly clear, such a show will not have a registration fee.  A Shaadi.com spokesperson told us that this is primarily a marketing initiative from the company, and declined to share specifics of whether Shaadi is paying Star anything for the branding. 

Consim (BharatMatrimony) recently launched a website featuring videos on the theme of marriage. BharatMatrimony.tv showcases news, events, video clips featuring weddings of celebrities, wedding fashion, style and bridal wear. It also captures the opinions of youth on matrimony related topics with ‘video polls’. They will, of course, incur the cost of streaming these videos.

Nikhil adds: Both these initiatives are essentially marketing initiatives – without revenue implications. Matrimonial portals do not, typically, have repeat usage, and the customer lifecycle is substantially shorter than one like Jobs. Which means, acquiring new users becomes key, and hence marketing drives that new user acquisition.