Applications
Amkette’s EvoTV to have BoxTV application for OTT services in India
BENGALURU: Times Internet‘s video-on-demand service BoxTV will be available on Amkette‘s flagship product EvoTV in India, announced BoxTV through a press release.
Amkette assistant VP Nikhil Bapna, while emphasising his company‘s cooperation with BoxTV, said “Amkette is an innovative company that is always on the lookout for new challenges to develop innovative technologies for. Considering the rapid rise of online video consumption in India, we have designed EvoTV so that it is easy for users to watch OTT content on the television screen. BoxTV has the widest range of high-quality video content, making it ideal for use in India for OTT services.
EvoTV is a device that converts any TV to a smart TV and more. It offers a customised one click access to all the user‘s favorite apps, social networking sites, browser and games. It seamlessly turns the user‘s existing TV into a gaming station, a movie and music on demand theater and a learning and education hub.
BoxTV has been working with EvoTV through EvoTV platform applications to provide users with a large library of content. BoxTV claims to have more than 10,000 hours of content, which includes popular movies, TV shows, short films and documentaries that a consumer can watch on television with Amkette‘s EvoTV that has the BoxTV application.
EvoTV platform‘s BoxTV application has several special functions including those that allow users to quickly access content recommended by the BoxTV editorial team with a single click.
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Applications
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.
