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NDS appoints Surbhi Broadband as reseller for pay TV solutions in India
MUMBAI: NDS, the digital pay TV technology solutions provider, has appointed Surbhi Broadband, a cable TV equipment manufacturer and supplier, as its authorised reseller for the Indian market.
Surbhi Broadband will sell NDS’ payTV solutions, including the NDS VideoGuard conditional access (CA) system.
The partnership will allow NDS and its customers to take advantage of Surbhi’s understanding of the Indian cable and broadband markets and its local expertise in hardware and software systems integration, NDS said in a release.
The two companies will work together to offer digital cable TV solutions that are easy to implement and integrate, ensuring fast time to market while minimising operational costs.
Surbhi will promote and sell NDS’ VideoGuard CA, MediaHighway set top box software and Electronic Programme Guides (EPG) in India. Surbhi will also manage the headend integration for customers and supply NDS smartcards.
Surbhi Broadband GM sales Piyush Mishra said, “With this partnership we aim to offer solutions that are affordable, scalable and highly relevant to small and medium sized cable operators in India. We trust that our collaboration with NDS and the availability of cost effective solutions will help promote the growth of the Indian digital cable TV market.”
Surbhi Broadband and NDS will work together to provide a one stop shop for cable operators planning to go digital. Indian operators will be able to pay for NDS products and services in the local currency instead of in US dollars, making their transactions simpler and more cost effective.
NDS claims that its VideoGuard currently protects over 111 million digital devices around the world. NDS MediaHighway set-top box software has been deployed in over 128 million devices worldwide.
NDS Asia Pacific SVP and GM Sue Taylor said, “With Surbhi Broadband and NDS, operators will get access to reliable, hardware and software solutions for digital cable TV platforms and services all under one roof. This will help our customers as it means that digital TV deployment becomes easier and more cost effective.”
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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.
