DALLAS – "Dr. Phil" McGraw is taking his relationship advice to the Internet.
The author and syndicated talk show host will start offering his psychological pearls of wisdom Thursday morning in a deal with the online dating service Match.com.
Subscribers who pay $12.99 a month for Match.com's new "MindFindBind" premium service will get access to McGraw's folksy tips on dating and relationships in the form of short video clips.
The service launches with about 50 clips, covering topics such as communication, making good first impressions and having meaningful conversations on a first date.
In one clip, McGraw advises: "If you want to be a winner in love, you want to be a winner in relationships, then do what it takes."
Match.com CEO Jim Safka said McGraw also will contribute occasional unscripted "audio blogs" as well as written guidance for the Web site.
Financial terms of the deal, which Safka described as a long-term exclusive relationship, weren't disclosed.
Safka said landing a household name like Dr. Phil — a no-nonsense Texan whose working relationship with Oprah Winfrey catapulted him to stardom — was a coup for the Dallas-based company. Match.com, which was established a decade ago and now has about 15 million users, is the world's largest online dating and personals service, according to comScore Media Metrix.
"We listened to our customers. What they've told us is the No. 1 thing they want is advice and coaching on dating and relationships," he said. "Dr. Phil is a very powerful brand."
David Card, senior analyst with Jupiter Research in New York, said McGraw could help lure new clients who've been reluctant to use online dating tools in the past.