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Sky reveals Now TV brand to tap 13 mn who don’t take pay TV
MUMBAI: UK pay TV service provider Sky has announced that its new Internet TV service, offering access to Sky content on a wide range of broadband-connected devices, will be called Now TV.
The new brand was revealed by Sky CEO Jeremy Darroch, as he delivered the opening keynote at the Media Guardian Changing Media Summit in London.
Launching later this year, Now TV will provide instant access to some of Sky‘s most popular content, including hundreds of films from Sky Movies. With a distinctive look and identity, it will stand out from the existing Sky TV service and offer even more choice and flexibility to customers.
In his speech, Darroch explained the significance of introducing an entirely new brand: “The launch of a second brand is an exciting opportunity for us and the rationale is very simple. Having two brands will allow us to meet the needs and preferences of different customer segments more effectively.”
Sky will offer customers two distinctive choices: the market-leading full Sky service for the whole family, complete with the widest range of channels, high quality products like Sky+, HD and Sky Go, and the peace of mind of a monthly bill; or the flexible, more spontaneous, pay-as-you-go service of Now TV.
Now TV will be available on a wide range of devices and offer instant access to a range of high quality Sky content, with no install and no contract. Starting with movies, it will soon expand to offer sport and entertainment as well. And customers will be able to pay monthly or rent a movie on a simple, pay as you go basis.
Now TV is part of the company‘s aim to make it as easy as possible for customers to access and enjoy its content. Darroch told the conference that, alongside the continued growth of its satellite TV service, broader distribution on other platforms is an opportunity for Sky to reach even more customers:
“As the quality of the TV experience over broadband has improved, people have become more willing to consume content in different ways. That presents a great opportunity to distribute our programmes which wasn‘t there even a year or two ago. With the long-awaited explosion of connected devices now upon us, this opportunity is only going to grow. And it‘s something we believe is highly complementary to our existing service.”
Now TV wants to reach out to the 13 million homes that don‘t yet take pay TV from any provider.
The new service will offer some of Sky‘s most popular programming. Sky Movies will be available from launch and the service will expand to offer sport and entertainment soon afterwards.
With no minimum contract, customers will be able to choose from a variety of pricing options. For example, people will be able to pay monthly for unlimited access to Sky Movies or rent a single movie on a simple, pay-as-you-go basis.
The new service will roll out across a wide range of connected devices, including PCs, Macs, laptops, tablets, mobile phones, games consoles and connected TVs.
With immediate streaming through an intuitive interface, backed up by recommendations and editorial support, customers will quickly and easily find the content they most want to watch.
More details about Now TV will be revealed closer to launch.
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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.
