Applications
‘Main Aurr Mrs Khanna’ premieres on DTH
MUMBAI: As the DTH (direct-to-home) operators are feeling the need to increase their Arpus (average revenue per user), the focus is shifting to premiere latest movies on a pay-per -view (PPV) basis. The DTH players Dish TV, Tata Sky and Big TV have announced the premiere of recently launched Main aur Mrs. Khanna on their movie-on-demand (MoD) services within four days of the Bollywood movie’s theatrical release. The price of the movie is kept at Rs 150 for first week, unlike other films which cost between Rs 50-75. | |||
Starting today, Dish TV will make available the Salman Khan, Kareena Kapoor-starrer for viewing to its six million subscribers over a month’s period. Dish TV COO Salil Kapoor said, “Entertainment at home is becoming increasingly popular, more viewers are finding the convenience and simplicity of MoD a great way to watch movies. The growth trajectory is steep. We are proud to showcase Main aur Mrs. Khanna on our platform within days of its theatrical release.” “Film producers are now monetising their movies on DTH within weeks after theatrical release. The day is not far when films will be released simultaneously in theatres and on DTH,” Kapoor added. Tata Sky, the joint venture between the Tata Group and Star has also announced a month long premiere of the movie on its PPV platform Showcase. The movie for the first week is priced at Rs 150 and for the remaining three weeks it will be available for Rs 100. Tata Sky CMO Vikram Mehra said, “Tata Sky has premiered some of bollywood’s latest blockbusters including Slumdog Millionaire, Kaminey, Agyaat, What’s your Rashee and now Main Aurr Mrs Khanna. All the blockbusters have been widely appreciated by our subscribers across the country including smaller towns and we except the popularity to watch movies on Showcase to further increase.” Meanwhile, Big TV, Reliance ADAG‘s DTH arm has also fixed the price of the movie at Rs 150 from 20 to 26 October and Rs 100 from 27 October onwards. Said Reliance Big TV SVP Umesh Rao, “We are excited about the prospect of showcasing this latest release of Main Aurr Mrs. Khanna on our platform, within four days of its theatre release.” A Sohail Khan Productions, Main aur Mrs. Khanna revolves around the theme of extramarital affair. The movie has tried to explore the depth of a modern romantic relationship which is showcased through the lead pair in the movie. The music has been composed by Sajid-Wajid. |
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.
