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2010 soccer World Cup to pioneer 3D technology
MUMBAI: For the first time in the history of the Fifa World Cup, the action on the field at next year‘s tournament will be broadcast using the next-generation 3D technology.
Soccer‘s governing body Fifa has announced that it has signed a media rights agreement with Sony, an official Fifa Partner, to deliver 3D images from up to 25 matches of the 2010 Fifa World Cup South Africa.
The event takes place from 11 June -11 July 2010.
To this end, Fifa will use the best expertise available in its production in 3D, and take advantage of Sony’s technologies and knowhow in the area of 3D.
This deal means that viewers watching the matches on Sony’s 3D products will experience the immediacy and visual clarity of the action as if they were on the pitch themselves.
Fifa Secretary General Jérôme Valcke says, “This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport. We are proud that the Fifa World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”
Sony chairman, CEO and president Sir Howard Stringer says, “The transition to 3D is underway, and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the Fifa World Cup allows us to leverage our cutting-edge 3D technology and premier products with content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.”
Sony Pictures Entertainment will produce and distribute the official 3D film of the 2010 Fifa World Cup South Africa after the event. In India, the World Cup will air on ESPN Star Sports.
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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.
