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MSM ties up with Apalya Technologies to offer content on mobile
MUMBAI: In order to offer content from its general entertainment channels on the mobile platform, Multi Screen Media (formerly SET India) has entered into a strategic partnership with Apalya Technologies.
With the partnership in place, shows from Sony Entertainment Television (SET) and Sab will now be available on the Apalya mobile TV platform.
This is the first time that Sony has entered into a tie up to enable prime-time viewing on mobile.
Said Sony Entertainment Network VP Business Development & Digital/Syndication Nitesh Kripalani, “Partnering with Apalya for SET and Sab has given us an innovative way to leverage technology to not only reach out to our existing viewers, but also gives us the platform to cater to a larger mobile audience.”
Any consumer with a GPRS connection can download the mobile TV application of his/her operator from the mobile-enabled WAP sites of their respective service providers and watch Sony Entertainment Television and Sab on their mobile phones. Alternatively, all mobile users can also download and install mobile TV on their handsets by sending an SMS to 58888 from their mobile phones.
Commenting on the partnership, Apalya Technologies Founder & CEO Vamshi Reddy said, “The enjoyable and refined shows on both SET and Sab are aligned with Apalya’s mission to bring rich, classy and differentiated TV content to mobile users across India. With its content going live on Apalya, I am sure Sony will see unparalleled growth in the country.”
Apalya Technologies is the provider of aggregated TV and other entertainment and news content optimised for viewing on mobile screens through MiMobiTV service.
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.
