Applications
Star looks to give mobile users a Plus experience
MUMBAI: In an effort to tap into the burgeoning mobile sphere, Star India is launching the platform Plus by the end of February. Star is hoping this initiative will help users go beyond using the mobile for text and voice. It is being positioned as a solution for consumers to catch up on television, sports, movies, shop and bank on the go. |
“Once a user downloads the application he will see nine buttons. These are TV, Sports, Music, Movie, Lifestyle, Community, Downloads, Info Services and Help. TV has a TV guide. We also offer mobisodes of our shows. This is basically a summary of the episode that has just aired. You can also get wallpapers. As far as information services are concerned we have a few partners. For banking we have tied up with HDFC. It allows you to access your account, ask for a cheque book.” Popli adds that in the travel, segment there are two partners – Travelguru and makemytrip.com. One can buy tickets and make hotel reservations. Star has also tied up with Infomedia for the Yellow Pages service. Here you can search for phone numbers. For astrology there is a tie-up with Dinesha Speaks. The sports section has a news desk for cricket, hockey, golf, tennis etc. One can also get ball by ball updates. |
He says that the service took six to seven months to set up. One criteria was that the user should not have to change his/her phone. Also the interface needed to be easy to use. Right now the interface is in English but Star is looking at making it available in other languages as well. Going forward Plus‘ aim will be to add to the depth and breadth of the services it offers. For instance, in TV in the future one might get other channels‘ schedules and have clips from there besides the Star bouquet. That is one reason why Popli says the name Plus was given to the service to separate it from the Star brand name. The firm is also examining the possibility on introducing mobile blogs, mail as time goes on. In the Lifestyle section one can get information on cars courtesy a tie up with Overdrive. Then there is a tie-up with T3 for gadget news. Computing information comes courtesy Chip. Design tips will be provided by Better Interiors. Fans of audio can learn what is happening thanks to a tie up with AV Max. If one wants to buy a car for example one can put in a price range and then see what is available. A review will be there and then one can ask for a test drive. The Community section will offer Midnight Chat on Channel [V] as well as shopping. One can also blog here. |
Speaking on this, Star Mobile Entertainment senior VP Viren Popli says, “The mobile service is a particularly valuable tool for those who do not have access to the net. They can access the digital world. You do not need to change your phone. You need GPRS to download the application for free. There will be a monthly fee of around Rs 2 for the content. Of course ringtone downloads or purchases will be billed separately. 
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.
