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eBus forays into India, to begin operations in four weeks
MUMBAI: eBus, which specialises in video content management and distribution business, is ready to commence its India operations in the next four weeks. The company, dedicated to the Asian advertising and media market, has already introduced the Indian broadcasters to tapeless deliveries on a trial basis. Says eBus CEO, founder and director Carmine Masiello, “In India, we anticipate to go live in the next four weeks. We have already installed our servers and begun our trials with Sony, Star, Zee, NDTV News and Network18 (in Mumbai and Delhi) and with Sun in the South. We shall finalise our agreements with these broadcasters soon to officially kick off the process.” |
With eBus initiating this tapeless delivery system in India between the advertiser and broadcaster, it aims to capture 50 per cent of the market share in the next 12 months. “As the main users in the Indian broadcasting sector is highly concentrated and with the top 25 advertisers of the country clocking nearly 60 per cent of the total ad spend, we are sure to capture 50 per cent of the market share in the next 12 months,” Masiello avers. Masiello believes that with India housing a wide range of regional players and with domestic broadcasters expanding their presence outside the country, India poses a huge business opportunity for eBus. “Through our facility, the distribution time reduces from days to hours and thus, advertisers can exhibit a level of control and also shift budgets from print to television. The facility is also critical for retail clients,” Masiello says. Three years into existence, eBus helps in delivering content from source (production house) to receiver (broadcaster) through servers in least time with minimal complexities. This includes the elimination of the usage of tapes, simple and secure content sharing and live online collaboration for clips and key frames. |
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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.
