Applications
MultiChoice, Qualcomm for multimedia content delivery in SA
MUMBAI: MultiChoice, a South African company which operates the DStv satellite television service, has announced a deal with Qualcomm.
DStv Mobile will use the Magic Link service, which enables the delivery of multimedia in the correct format for numerous device types through its intelligent URL shortening service.
The agreement enables DStv Mobile to deliver viral multimedia content to consumers via social networks to a variety of mobile device types, including smartphones, feature phones, PCs and smartbooks.
Qualcomm Services Labs director of product management Sachin Deshpande said, “Consumers increasingly want to discover and enjoy multimedia content directly from their social networks, but delivering content is often challenging due to the wide variability in consumers’ device screen sizes, screen resolution and even differences in content formats.”
The Magic Link service will allow DStv Mobile to promote its content on social networks, without having to create individual links or content for each separate device or platform. Qualcomm says that the collaboration highlights its ongoing involvement in Africa and underscores the company’s continued commitment to adding value to the mobile ecosystem.
DStv Mobile head of product development and portals Bradley Daniels said, “We chose the Magic Link service because it is easy for consumers to use and will greatly extend our content reach via mobile devices, which is critical in Africa where mobile is at the forefront of the digital revolution. Our goal is to reach more users by enabling them to discover, view and share the same video seamlessly on Twitter, Facebook or other social networking sites, creating a viral effect.
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.
