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AOL, Heidi Klum in digital content partnership
MUMBAI: Heidi Klum and AOL have announced a digital content partnership to create exclusive original programming focusing on fashion, beauty, parenting, arts and crafts, relationships and Lifestyle.
Klum and Full Picture Entertainment, the producers behind six-time Emmy nominated Project Runway, will create engaging video content, inspiring articles, addictive blogs, instructional photo galleries that will live on AOL.com.
Klum said, “During my 15 years in the business, I‘ve received so many questions on a variety of topics from my favorite toothbrush to juggling family and a busy work schedule. I‘m bringing in the experts that have helped me over the years to help inspire you!. Women are looking for content that speaks to every part of their lives. Right now, advice seems so scattered online. I have created a place on AOL that‘s really one-stop-shopping: for women as moms, wives, workers, friends and their most creative selves. We‘re working hard to make sure you enjoy it a few months from now. Stay tuned!”
AOL chairman and CEO Tim Armstrong said, “Our objective in 2011 is to make AOL the first choice online destination for women. This announcement with Heidi Klum is another great example of how AOL is committed to building high quality branded content with the best partners in the business, serving both our users and our advertisers.”
Regular content posted to Heidi‘s homepage on AOL will revolve around Heidi and the lifestyle experts in her world, a loose framework of ideas and advice that guides Heidi‘s everyday life.
Heidi and Full Picture Entertainment will produce video content, blogs, slideshows that will focus on everything from fun family activities to insider beauty tips to creating successful relationships at work and home.
This announcement follows a number of recent acquisitions and partnership deals from AOL including the acquisitions of the TechCrunch network of sites, the social software start up Thing Labs, Inc, and 5min Media, the Web‘s largest video content syndication platform; as well as the recently announced original content partnership with Endemol.
AOL says that in the second half of last year it closed deals with more than 20 content partners and digital studios to deliver a mix of programming to its audiences.
Video franchises across AOL‘s owned and operated properties include, AOL Sessions; The Engadget Show; Translogic on AOL Autos; a number of shows on Cambio.com – Cambio Connect, Cambio Style, Cambio Goes Home and Cambio Cares; and The Secret Millionaire‘s Club on AOL Kids.
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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.
