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It turned out to be difficult selling the site to a new generation of users, who weren’t growing up knowing what it meant to lose track of friends.

ITV eventually sold Friends to Beano publisher DC Thomson for £25m in 2009, but a 2012 redesign was widely disliked. And while its spinoff sites – especially geneology site Genes Reunited – remain popular and profitable, it's still a surprise I wanted to know what it was like to be the creator of a website that was a cultural phenomenon – and why they'd want to try and save it, having walked away almost a decade ago.

Husband-and-wife team Steve and Julie Pankhurst, who set up the website with their business partner five years ago, are set to net about 30m from the deal.

Mr Pankhurst said the business was now "all grown up - it is time for my wife Julie and I to let go knowing it is in safe hands".

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.

A book of members' stories was published in 2003 by Virgin Books, and a song about (and named after) the site was released by The Hussys in 2006.

A double-blind email system allowed contact between users.

They funded expansion through a management buy-in and brought on board ex-Financial Times executive Michael Murphy.

New revenues ITV wants to team up the website with in areas such as dating, recruitment and classifieds.

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.

The website was conceived by Steve and Julie Pankhurst of Barnet, Hertfordshire and friend Jason Porter in 1999.




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