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Sony partners UTV Indiagames to launch KBC mobile game
MUMBAI: Sony Entertainment Television has partnered with UTV Indiagames, the integrated game developer-publisher, for launching a mobile game based on its popular quiz show Kaun Banega Crorepati (KBC).
The game will be available on mobile phones and will give its players a firsthand experience of winning on the hot seat.
Multi Screen media VP business development and digital/syndication Nitesh Kripalani said, “This partnership with UTV Indiagames enables every KBC fan across the country to play on the hot seat. This is our third interactive feature on the show!”
The users will be given the option of playing as a character of their choice and they can also input a name. The contestant has to answer each question correctly in the given time frame. If answered incorrectly, the user will leave with the last checkpoint amount.
Sony Entertainment Television business head Ajit Thakur said, “This is another avenue for our viewers to experience and rejoice the magic of KBC. The mobile version is extremely interesting and we are delighted to have been associated with UTV Indiagames.”
The mobile game will also offer four lifelines to the users of phone a friend, audience poll, call an expert and double dip.
UTV Indiagames COO Samir Bangara added, “Kaun Banega Crorepati is undoubtedly one of the nation’s most watched shows and the format lends itself to enable fans to experience the excitement on the mobile screen. The minute aspects of the game have been captured on the phone and the simple,user friendly interface makes it a classic – easy to play but hard to master- game similar to its real life avatar on Television.”
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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.
