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MTV Canada to offer ‘Date my Playlist’ on broadband
MUMBAI: MTV in Canada announced that the series Date My Playlist, created exclusively for broadband in Canada, will kick off a new version of MTV.ca. Using musical knowledge and pop culture sensibilities as a gauge, contestants on the show will select their choice of date based on the music playlists of three prospective partners. “To passionately connect with audiences these days, you have to go beyond television,” said MTV Canada SVP and GM Brad Schwartz. “By working closely with our sponsorship partners like Maynards candy, we can create engaging, original content containing smart, integrated brand messaging that lives on TV, on-line and on mobile.” Beginning in April 2007, MTV and Maynards asked viewers to submit their original MTV.ca playlists – including videos, music, TV and other dating content. Based on those submissions, MTV produced eight original episodes featuring the dating hilarity, explained program producers. Each episode also features Maynards branding and product integration with co-branded promo spots running on MTV. “This is just a first step for MTV digital, extending its platforms and programming out to both our advertising partners and audience – both of whom are looking for cool stuff, innovation and a way to connect to audiences,” said, MTV.ca VP digital media and EP Kris Faibish. “And we‘re connecting television and internet to deliver functionalities to the site that we haven‘t had in the past.” The new site is now compatible with Firefox Web browser and Mac computers, developers stated. Apart from offering various features like faster video player that works on various browsers, Photo flipbooks and mobile ringtones, Date My Playlist, MTV.ca will be the exclusive home to several new series premiering this summer such as The Andy Milonakis Show, Human Giant and Crank Yankers. MTV.ca will also continue to feature new music video programming every day, states an official release.
Date My Playlist follows a similar dating format of international hits for MTV, including Date My Mom, Room Raiders and Next. Created in-house as part of a partnership between MTV and Maynards, the eight-part, 10-minute series is tailored for short-form content and available both on-line and on mobile.
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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.
