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Sifymax inks deal with SET for ‘Bigg Boss’ website
MUMBAI: Sifymax.com, the broadband portal from Sify Limited, has announced an alliance with Sony Entertainment Television to be the official website of their Indian adaptation of Big Brother, the reality show Bigg Boss. As per the tie-up, Sifymax will feature exclusive footage from each episode, as well as footage not shown on television. Sifymax will feature the Bigg Boss show format, profile of the anchor, profiles of contestants who are part of the show, weekly results, chats and message boards. Exclusive podcasts-voice excerpts from the evicted participant and Bigg Boss will be also be aired on a weekly basis. “The site is interactive with Bigg Boss fan polls, task ideas, poll feedback, Big Boss blogs and an exclusive Bigg Boss merchandise store. Apart from being the official broadband partner for the program, Sifymax also holds the rights to market the website www.biggboss.sifymax.com, informs an official release. |
| Sony Entertainment Television executive vice president and business head Albert Almeida said, “The launch of Bigg Boss has given an all new meaning to reality television and we are happy to extend the same excitement and unseen drama to a larger audience through our web partner. Given the success of our partnerships during Fame Gurukul and Indian Idol, we have immense confidence in the popularity of Sifymax among Internet users and hope that Sifymax-Bigg Boss partnership will take our show to another level.” |
| Commenting on the alliance Sify Ltd president portals V. Sivaramakrishnan said, “Bigg Boss has captured the imagination of television viewers across the country with its unique reality show format. Sifymax is the pioneer in broadband content and is consistently innovating to offer a richer entertainment experience to our consumers. We are certain that with this partnership Bigg Boss‘ viewers will experience a closer connect with the participants that they have loved or hated. Most of the major programs on the lead television channels are already hosted on Sifymax and for we would like to be the ultimate web destination for all forms of entertainment, including popular reality shows.” |
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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.
