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88 per cent digitisation achieved in Phase II, says Varma
NEW DELHI: The level of digitisation has reached around 88 per cent in the 38 cities covered in fourteen states and one union territory for Phase II of Digital Addressable System (DAS), a top Information & Broadcasting ministry official tells Indiantelevision.com.
This includes seeding of set top boxes (STBs) done by direct-to-home (DTH) operators.
I&B ministry secretary Uday Kumar Varma reveals that fifteen to sixteen cities have achieved total digitisation.
However, he cautions that the government was still in the process of collating all the figures and would bring a detailed report after its review. The Secretary said he is personally in constant touch with the Nodal Officers and MSOs to ensure that the cities in remaining states also speed up the process of digitisation.
He clarified that while announcing the switch-off of analogue on 31 March, the Government said it would watch the situation for around two weeks and was now reviewing the reports coming being receiving on the achievement so far.
The Ministry had announced last week that analogue signals had been completely switched-off in the five states of Maharashtra, Punjab, Rajasthan, West Bengal, Haryana, and the Union Territory of Chandigarh.
Stay continues to be in force in the cities of Bhopal, Indore, Jabalpur, Hyderabad, and Visakhapatnam. The metropolis of Chennai which was part of Phase I also has a stay order in force.
The Karnataka and Gujarat High Courts had yesterday quashed petitions seeking extension of DAS thereby paving way for the analogue signals to be switched-off.
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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.
