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MYtv choses end-to-end solution from NDS
MUMBAI: NDS, the provider of technology solutions for digital Pay-TV, has announced that MYtv, the new satellite-based television service in Ukraine, has chosen professional services and an end-to-end solution from NDS for its hybrid satellite direct-to-home (DTH) Pay-TV platform.
MYtv is planning to launch its Pay-TV service soon.
With NDS MediaHighway STB software, MYtv will have the ability to introduce advanced features such as pay-per-view and interactive services. NDS is also managing the systems integration including the deployment of NDS VideoGuard conditional access, an NDS EPG and XTV DVR technology.
NDS XTV will give MYtv subscribers the ability to record TV content while viewing another programme. MYtv subscribers will also be able to pause, record, play back, rewind and fast-forward their recorded content. This provides them with maximum flexibility and choice in their viewing options, enabling them to choose what they watch and when they watch it.
At launch, MYtv will offer a high definition DVBS2 XTV DVR, as well as a HD/SD zapper STB to receive both MYtv packages and satellite FTA channels. Subscribers can watch SD and HD channels broadcast by satellite (DVBS2) as well as using DVR technology to record and playback programmes.
Said MYtv general director Albert Feldman, “We aim to become the consumer’s first choice in entertainment and information by using the best available TV technology to enhance the television viewing experience. We chose to partner with NDS because NDS has the technology, experience and market understanding to help us reach our goal.”
Commented NDS regional director, central and eastern Europe Jeremy Maddocks, “NDS’ end-to-end technologies and systems integration will allow MYtv to become a world-class pay-TV operator. MYtv will be able to offer advanced services and features, such as Ukraine’s first integrated DVR to entertain and engage audiences across the region.”
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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.
