Applications
Persistent to provide social media analytics for Satyamev Jayate
MUMBAI: Persistent Systems, the outsourced software product development (OPD) services provider, has been appointed to provide social media analytics for Star India‘s Satyamev Jayate.
The Aamir Khan hosted show, which deals into social issues, has created buzz in the digital space with viewers sharing their opinions, personal experiences and suggestions through SMS, IVR and online media which has resulted in the creation of a large volume of data.
In the last few weeks, there has been a wealth of unstructured responses flowing in from a variety of sources like Twitter, Facebook, YouTube, website comments, SMS polls, and phone voice messages.
This data is being analysed and delivered by Persistent Systems to Satyamev Jayate team at Star India and Aamir Khan Productions in real time to understand the impact the show has on the governmental, social and, most importantly, the individual level, the company said.
Content Filtering, Ranking and Tagging System (CFRTS) has been custom developed for the data analysis of Satyamev Jayate, the company said.
Commenting on the partnership, Persistent Systems chairman and MD Anand Deshpande said, “We are very excited to be a strategic partner to the creative and unique initiative that is Satyamev Jayate. By working with Star and the Satyamev Jayate team we are leveraging our expertise to contribute towards a social cause.”
Persistent has assembled an array of automated tools to parse the data and a user-interface for several hundred analysts to process messages for deep analytics. The result is a cluster-based analysis along with trend, demographics and sentiment analysis for each message.
The data is being portrayed on a series of dashboards that are featured online at savatmevjayate.in as well as on air on the Star Network.
“We are very keen to understand and capture the chronology of change that is being affected through Satyamev Jayate. Hence we were looking for a partner who can not only mine the relevant data, but also analyse and present it in a meaningful way,” said Star India VP Digital Lalit Bhagia.
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.
