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Horse & Country TV partners with Amagi for signal delivery in India
NEW DELHI: Horse & Country TV, the specialist equestrian sports and lifestyle network, has tied up with Amagi Media Labs to deliver its signal to cable, satellite and IPTV operators as part of its international expansion plans.
Amagi offers a next generation cloud-based broadcast distribution and play out infrastructure for television networks. The Bangalore-based company runs India’s largest local advertising network playing more than one million local ad seconds every month on more than ten TV networks ranging from sports and news to entertainment and lifestyle. The company also has international deployments of its broadcast infrastructure in Singapore and Africa.
Horse & Country will leverage Amagi’s cloudport infrastructure platform to deliver localised channel feeds to current and future markets where the channel is distributed.
The cloudport platform is designed as a full-featured alternative to traditional channel play-out options (like satellite, fibre). TV networks can deliver feeds with rich channel branding, diverse language versions and subtitles using cloudport.
The platform can incorporate local advertising and local programme insertion and will shortly also allow for the insertion of live programming. Unlike earlier iterations of remote play-out technologies, the platform allows for full monitoring of programme play-out and health of the play-out servers at the headends. The play-out servers are fully redundant which ensures seamless and fail-safe operation.
H&C TV conducted an extensive review of technology options for international delivery and play-out of localised content including satellite, fibre and IP delivery, working with John Wallace of Wallace Broadcast, before selecting Amagi cloudport as the best solution for its specific needs for international expansion.
H&C TV CEO and chairman Heather Killen said, “Future-proofing our channel for multi-platform international distribution has been a key strategic goal for H&C as we expand our presence in new markets. We are confident that we have found in Amagi a partner that will support our development in an extremely flexible and targeted way.”
Amagi co-founder strategy investments and R&D Baskar Subramanian said, “We believe that cloud-based models are the future of broadcast. Cloudport holistically addresses all the needs of broadcasters for channel play-out and is set to become the standard for multi-platform channel delivery, replacing expensive satellite and fibre-based content delivery. We are delighted to announce Horse & Country TV as Amagi’s first Europe-based, international channel and look forward to a long and successful partnership as they continue their international roll-out.”
Horse & Country TV broadcasts in the UK and Ireland, the Netherlands, Sweden and Malta. The Channel carries exclusive sports event coverage, news, documentary and personality-led programming to the passionate audience for horse sports and country living.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
