Applications
Govt wakes up to the power of social media, begins monitoring
NEW DELHI: Stung by the campaigns on the social media both in the Delhi gang rape case as well as on the India-Pakistan exchange of fire on the Line of Control, the Information and Broadcasting (I&B) Ministry has set up a group to monitor the various social media channels on the internet.
While the anti-corruption campaign and gang rape messages on the social media showed how people could be mobilised to come onto the streets, the campaign relating to the killing of two Indian soldiers also exposed the fragility of this medium to creating tensions between nations.
It is learnt that the group has been instructed to give a weekly report to I&B Minister Manish Tewari on what the social media is saying on crucial issues. The team is tracking all social media including Twitter, Facebook and blogs.
The ministry has not just begun monitoring the social media channels, but also increased its own presence on the internet. Even as it had earlier launched a page on Facebook on digitisation, the ministry as well as All India Radio (AIR) and Doordarshan (DD) have created separate accounts on Twitter.
The ministry also launched itself on YouTube late last year and publicised this at the International Film Festival of India (IFFI) in November. This can be downloaded on android phones and will soon be made available on other smart phones through a special download application.
India has over 120 million Internet users – Twitter has about 16 million subscribers and Facebook over 60 million from India. The penetration of 3G will mean more exchange of data. Mobile sales may soon touch the 250 million mark in India.
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.
