Following ITV's sale of the site to DC Thomson's Brightsolid subsidiary in 2009, the company relaunched Friends Reunited in March 2012 with a new emphasis on nostalgia and memories.Ex-Financial Times executive Michael Murphy was brought into Friends Reunited as the new chief executive in 2005 and the similar web site School Friends Australia & Findakiwi New Zealand was rebranded and merged with the UK site.“The fundamental premise of a site like e Harmony is that they know the answer.Our approach to dating isn’t that there’s some psychological theory that will be the answer to all your problems.By December 2005, Friends Reunited had over 15 million members and was bought by British TV company ITV plc for £120 million (8 million), plus further payments of up to £55 million based on its performance up to 2009.In 2007, ITV Chairman Michael Grade described the site as "the sweet spot" of the internet and stated that "Friends Reunited is one of the great undersung jewels in the crown ...
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It's called Liife, which reads like a typo but isn't.
Friends Reunited branding was attached to CD collections of nostalgic popular music, and television programmes broadcast on the ITV network, which owned the site until August 2009.