Applications
Fremantle launches a broadband ‘Apprentice’ site in the UK
MUMBAI: To celebrate the launch of the edition of the business based reality show, The Apprentice in the UK FremantleMedia Enterprises’ (FME) licensing team has unveiled the show’s new official broadband website, www.bbc.co.uk/apprentice. This will be home to a raft of new media activity. |
The Apprentice website, which has been created and managed by FME, will feature breaking news, exclusive video interviews, episode previews and the chance to view exclusive behind-the-scenes content and extended footage which the producers could not fit into the one hour show. Fans will also be able to read a weekly column from one of last year’s most memorable candidates, Jo Cameron, who will be commenting on the tasks, new candidates and her recollections of the Boardroom. For the very first time in the UK, FME has ventured into the realm of vodcasting, a move which signifies the first of many brand extensions into this arena. A weekly video podcast will be available to download from the official website as well as via iTunes and other vodcast readers, so fans can get their fix of The Apprentice on the move. The vodcast will offer a recap from each show, a selection of behind-the-scenes footage and exclusive sneak previews for the following week’s episode. |
Site users will be able to play The Apprentice ‘Appraisal Game’ and demonstrate their knowledge of the show by watching clips and answering questions. Fans can also sign up to receive a weekly newsletter showcasing website highlights including exclusive news, features, video recaps from the show, competitions and games. To complete this cross-platform proposition, FME has also taken The Apprentice on to mobile. Each week, mobile users will have access to preview clips of the upcoming show, as well as exclusive behind-the-scenes clips and the iconic ‘Your Fired’ moment. Content will be available on selected mobile networks in the UK and Eire for both 2.5G and 3G phones. |
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.
