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Viacom is testing social networking platforms for TV, ad integration
MUMBAI:The phenomenon of social networking is growing rapidly in the US and MTV is the latest media firm looking to take advantage of this phenomenon. It is testing new social-networking platforms that will integrate television programming with virtual world technology, resulting in interactive experiences that let viewers personally experience — and ‘live‘ for themselves — the content they see on-air. |
The new platforms are in early stage development and will evolve in partnership with advertisers and audience feedback. MTV says that it could help define next-generation media and advertising models. The company is working hand-in-hand with Pepsi, Mediavest Worldwide and OMD on the development of a beta version of the first platform Virtual Laguna Beach. This is built around the successful MTV series Laguna Beach. MTV president music, films, Logo Van Toffler noted that the platforms will deliver immersive environments that are not only reflective of, but parallel to, the world viewers see on Other virtual worlds are planned later this year for the broader music community and for viewers of Logo. This makes it one of the first such applications for the lesbian, gay, bi-sexual and transgender community. |
Toffler says, “Our audience wants more interaction with our content and with each other. Virtual Laguna Beach lets our audience become the stars themselves, stepping onto a virtual stage and living the life they see — or would like to see — on television. “Virtual Laguna Beach also is just one example of the next-generation media models that we‘re creating for our viewers to connect with one another in ways they never could before; for content creators to develop experiences that live side by side with on-air content; and for marketers to become an integral and meaningful part of the programming.” MTV executive VP Jeff Yapp programme enterprises notes that the media models give rise to a new concept of social networking by combining two elements audiences love — He says, “Virtual Laguna Beach and the other models we are developing hold the potential for ushering in a new era of audience engagement.
Marketer Support: A number of marketers and media buyers have pledged their support for Virtual Laguna Beach. Pepsi says that through Virtual Laguna Beach the brandwill be able to interact with consumers in ways that it never thought possible. Mediavest says that platforms like Virtual Laguna Beach allows it to achieve much more than a simple campaign extension. They offer the opportunity to dimensionalize the brand and infuse brand attributes into the user experience in a smart, fun, engaging way. OMD notes that this opportunity is an extension of the truly convergent partnership between it and MTV. It allows clients the opportunity to connect with the audience of one of MTV‘s premier properties in a much deeper and personal way. Virtual Laguna Beach transports viewers directly to Orange County, California, where they live in the same environment as their favorite cast members, and interact with other fans through real-time chat. Viewers can hang out at the beach or shop at the local surf store and interact with one another in ways that mirror the on-air program. Just as the cast gears up The third season of the reality drama premiered last month and chronicles the coming-of-age stories of various high school stories in the upscale seaside town. On MTV.com fans can join the VIP section of the Laguna Beach Surf Club. Die-hard fans also can go to MTV‘s Overdrive broadband channel to get exclusive content, first looks, community features, games and much more. MTV is also working with Makena Technologies on the development of Virtual Laguna Beach and the forthcoming Logo environment. MTV Networks is also working with Doppelganger, formerly Evil Twin Studios, on the virtual MTV Networks selected Makena Technologies, creators of the 3D social virtual world There.com. Makena is helping develop Virtual Laguna Beach and the forthcoming Logo-based experience. The selection leverages Makena‘s many years of experience in developing one of the Internet‘s largest 3D social virtual worlds, its understanding of the youth demographic, its |
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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.
