MatchMaker is an automated collaborative filtering system that recommends friends to people on Facebook by analyzing and matching people's online profiles with the profiles of TV characters. The goal of MatchMaker is to produce friend recommendations with rich contextual information through collaborative filtering in the existing social network. Using relationships in TV programs as a parallel comparison matrix, MatchMaker projects these relationships into reality to help people find friends whose personality and characteristics have been voted to suit them well by their social network. MatchMaker also encourages more TV content viewing by using the social network context and connections to provoke people's curiosity of TV characters whom they have been matched with in their social network.