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Yes, this is exactly what it looks like. The Guardian reports:

A dating website that expects "a fair number" of its members to be "recently divorced, widowed or separated"? Why, it can only be a new service for media professionals.Mediadates.com is the brainchild of freelance journalist Harriet Cross and former BBC employee Ros Love.For 16 a month, Cross and Love promised "a lot more than just a dating site".

The service only seems to be available for Britain, so there's no danger of being gone down on by Dave Zinczenko (yet). We've poked around the site a little bit, and it's a pretty bare-bones affair. Still, credit Cross and Love for knowing their audience: 16 a month is a sum that can easily be buried in expenses.

Single white media male. GSOH ... [Guardian]
Mediadates.com