Applications
Colors launches Bigg Boss app
MUMBAI: Colors has launched a Bigg Boss application on Android and IOS platforms enabling viewers 24×7 Live access into the Bigg Boss House.
The initiative comes within two weeks from the launch of the offline activity – Bigg Boss Tours that gave viewers a paid tour of the Bigg Boss House.
With the Bigg Boss app, Colors aims to reach out to the tech savvy, entertainment seeking viewers.
The application, developed by InTime Media, offers features that include Live updates, Quiz and polls, unseen videos from the BiggBoss house and option to post on Facebook and Twitter.
The application also provides viewers a chance to vote for their favourite contestant.
Colors digital head Vivek Shrivastava said, “We have launched this app to satiate the voyeuristic needs of the viewer and increase interactivity, giving audiences access to every movement in the house while away at a click of a button.”
“After the success of the Jhalak Dikhhla Jaa app, we are looking at upping the interaction level with the audiences with newer features with the Bigg Boss App that will keep them hooked to the show,”Shrivastava added.
This application will also be launched internationally. However it will be a paid application.
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.
