Applications
Shemaroo bets big on digital media
MUMBAI: In the days of a rapid transition from the physical to the digital media, Shemaroo Entertainment is actively involved in leveraging emerging technologies like the Broadband, Internet, IPTV and Mobile among others.
Avers Shemaroo Entertainment Director Jai Maroo, “In this phase, we are taking all measures to ride the transition smoothly. In fact, Shemaroo is working on a principal where it can reach the consumer through every existing and emerging digital media.”
On the audio-driven segment, Shemaroo has, besides Bollywood content, diversified into the regional and devotional market.
“Going to rural areas, we found out that there was a huge askance for regional content. We have already tapped 19 languages and hope to add up to our target of 27 languages in the next two years,” avers Maroo.
Among other endeavours, Shemaroo, along with its partner Bay Talkitec, is in talks with MTNL for its video call portal.
On the IPTV front, the company has completed a year of its partnership with British Telecom in the UK and is now in talks with more platforms through Etisalat‘s IPTV service called E-Vision.
On the IPTV service in India, Shemaroo has associated as preferred content partner with Airtel, My Way and Divinet while on the broadband front, the company will be working with players like Infotel, Aircel, Airtel, Tikona and Polkom to power their broadband portals.
Several mobile devices have flooded the market. “I know of some mobile devices that come with Wimax and 3G facilities. Naturally, they will need applications. Shemaroo is developing some creative applications for Android and iPhones,” Maroo reveals.
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.
