It looks like all that time Dave Zinczenko has spent dispensing "men are from Mars, women are from Venus" bromides on The Today Show is finally paying off.

The Men's Health editor in chief is set to play a major on-air role in a new dating show being developed by Al Roker's production company. Casting is underway right now for a female cohost to star opposite Zinczenko. (FishbowlNY reported in February that a show of some sort was in the works.)

Though his major effort to extend Brand DZ into the relationship arena—Men, Love & Sex: The Complete User's Guide for Women—tanked in bookstores, Zinczenko remains a Today favorite, having appeared as a guest around 40 times to discuss such matters as proper kissing technique and why women find chubby dudes hot.

Zinczenko didn't reply to messages. Meanwhile, a spokeswoman for Al Roker Productions, asked about the show, said only, "That is in very early stages. It's premature to disclose anything."

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