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Channels may be pulled out genre-wise from analogue before 1 Nov
MUMBAI/NEW DELHI: The multi-system operators (MSOs) are considering the option of pulling channels out of the analogue cable system genre-wise in phases, ahead of the digitisation deadline of 1 November in the four metros.
The meeting was held under the aegis of the Information and Broadcasting Ministry officials along with the broadcasters.
The ‘knock-out‘ channels would be available for consumers only through digital set-top boxes (STBs). The idea is to give digitisation a push and make consumers realise that they will have to buy digital STBs to view television programmes after 31 October in the metros of Delhi, Mumbai, Kolkata and Chennai.
“We discussed about how to make digitisation a reality this time. One of the ideas discussed was removing channels genre-wise before 1 November,” a source said on condition of anonymity.
The government has mandated the shutting down of analogue cable TV by 31 October midnight in Delhi, Mumbai, Kolkata and Chennai.
“The idea has been conceptually appreciated broadly by the broadcasters and the MSOs. The I&B officials were listening to the suggestions,” the source added.
What this means in effect is that a particular genre of channels will not be available on analogue cable in the four metros in different time periods before 1 November.
“This will push consumers to buy STBs. The start would be in some genre, followed by others in succession. This way the broadcaster will also not feel that it is being punished unfairly,” the source said.
The implementation of this will, however, not be easy. “Carrying this on the weaker genres may be easy, though it will require some convincing from the ‘victim‘ channels. The tougher genres will resist. Let us also not forget that we are approaching the festive season and there is a general slowdown in the market,” said a media analyst.
Meanwhile, the Government today reiterated that there would be no further extension of the sunset date for switching off analogue systems and asked broadcasters to spell out their strategies for going digital.
I&B Ministry officials today held a meeting with representatives of the Indian Broadcasting Foundation (IBF) and stressed that digital STBs must be in place in every cable home by 31 October.
The broadcasters were asked to get back to the Ministry on the exact situation on the STBs seeded by the MSOs they work with.
Apart from I&B Joint Secretary Supriya Sahu, Director (Broadcast Policy and Legislation) Rejji Mohan was also present on behalf of the Ministry.
The meeting was attended by Multi Screen Media CEO Man Jit Singh, Dish TV MD Jawahar Goel, Zee Entertainment Enterprises Ltd (Zeel) MD and CEO Puneet Goenka, Den Networks CEO S N Sharma and President (Legal & Regulatory) at Zee Network A Mohan.
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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.
