Applications
Prime Focus enhances partnership with deltatre
MUMBAI: Global digital media and technology firm, deltatre, and, Prime Focus Technologies (PFT), the technology arm of media and entertainment industry services leader Prime Focus, have engaged in a partnership agreement after successfully delivering their first joint project in India, the launch of starsports.com.
PFT‘s award winning Clear Hybrid Cloud technology platform and digital content services can now be integrated with deltatre‘s digital media technologies including their market leading CMS, Forge, and world renowned data integrated video application, Diva.
PFT Founder, President and CEO Says Ramki Sankaranarayanan said, “Our customers have been urging us to develop a solution that effectively addresses their need for Over The Top (OTT) platforms and an enhanced consumer experience. We are thrilled to join hands with deltatre to offer our customers a solution that will allow direct consumer outreach and enhanced viewer experience. In this area we are targeting a business of Rs. 100 crore in the next three years.”
PFT and deltatre have shared local human resources to ensure both teams understand the technologies and have the expertise across the relevant platforms, allowing the best possible coordinated solutions for clients.
“This new partnership with PFT and our successful Starsports.com project marks our entry in to the Indian market. By working so closely together, our companies benefit from sharing international experiences and knowledge while providing local manpower and expertise to our clients,” says deltatre CCO Paul Bristow.
The working relationship between the two media companies will provide clients with the most innovative digital solutions using an efficient global workflow at competitive local rates.
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.
