Applications
NBC Universal sees growth in interactive TV
MUMBAI: US media conglomerate NBC Universal says that its television networks had a strong year in interactive television. 40 iTV programmes or events were launched across 12 business units, and generated over 130 million web votes and SMS messages. |
The wide variety of iTV features ranged from choosing the Lucky Case for the chance to win $10,000 on NBC‘s game show Deal or No Deal to single-screen synchronous interaction with Bravo‘s Top Chef to in-show text alerts from the characters of USA Network‘s The 4400. NBC Universal Cable Entertainment, Digital Content and Cross-Network Strategy president Jeff Gaspin says, “We need to find ways to engage consumers like never before. These interactive applications give us insight into our viewers‘ behaviour and offer them opportunities to connect with their favorite programming.” |
NBC Universal director, iTV product development Jon Dakss says, “ITV is a huge area of growth for the company. It has significantly changed television viewing habits, making it a much more hands-on experience. Viewers are clearly responding in record numbers, and we are excited to launch a number of new interactive features in the coming year.” This year, NBCU says that it achieved several milestones in the iTV universe. The company launched seven single-screen iTV applications, more than any media company in the US, reaching millions of viewers. In addition, NBCU‘s interactive programmes, like Deal or No Deal and Bravo‘s Project Runway received over 100 million web votes and 30 million SMS messages. In February, NBC became the first U.S. network to deploy the same single-screen iTV application to multiple digital platforms simultaneously during the 2006 Winter Olympics. Moreover NBCU‘s success in the iTV space has translated into several sponsorship opportunities. Bravo‘s Top Chef and Sears Kenmore PRO accomplished three firsts for a US network programme by deploying the first sponsored 1-screen enhanced TV element over a digital cable network, the first 1-screen enhanced TV element for a show across multiple digital cable systems simultaneously, and the first sponsored cross-carrier video message to a cell phone. In Bravo‘s first season of Top Chef single-screen interactivity that was made available to Time Warner Cable digital subscribers culminated in a peak of 30 per cent viewer participation. NBCU‘s iTV department is part of a new NBC Universal division known as the Technology Growth Center, which continues to grow as NBCU‘s digital efforts expand. The iTV team has made two new hires further bolstering its team. Andy Castin joins from ABC/Disney as a Senior iTV Technical Producer, working with NBC‘s Sports and News divisions. Elena Ritchie from Motricity (formerly GoldPocket Wireless) also joins the group as an iTV Technical Producer and will focus on iTV initiatives for NBC‘s entertainment properties. |
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.
