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Guba, MPAA to crack down on movie piracy
MUMBAI: Online video entertainment website Guba is collaborating with the Motion Picture Association of America, (MPAA) to block illegal trading of movies and television programs on www.guba.com.
Guba is the first video sharing community to partner with the MPAA in filtering copyrighted video.
Guba is filtering movies and TV shows using a proprietary technology Johnny. Johnny analyses video in digitised form and generates a unique fingerprint for each video. Once Johnny has scanned a video, that video is blocked from illegal file trading or distribution on Guba’s site.
Guba plans to make Johnny available to other video sharing services to help eliminate copyright infringement on the Web and on Usenet, an electronic bulletin board commonly
used for illegal file sharing. Until the implementation of Johnny, copyrighted content on Usenet has been largely unfiltered.
Guba CEO and founder Thomas McInerney says, “Johnny can identify a video, even if that video has been modified, cropped, reformatted, re-encoded or reposted. Guba allows users to upload and share their videos, while Johnny
helps protect copyright holders from illegal posting and sharing. Johnny is an essential cog in making video sharing safe and easy.”
The MPAA has been working with technology companies to provide a bridge in the digital transition. Guba and the MPAA have included thousands of movies and television programs from major studios in Johnny’s filters. Filtering efforts on MPAA titles have so far been successful and Guba is committed to
continuing and improving on this initiative. In the last month, Guba has begun distribution of Warner Bros. and Sony film and television shows online.
MPAA chairman and CEO Dan Glickman says, “Providing consumers legitimate ways to get movie and television programming online is essential to our industry. Collaborating with Guba has given us an opportunity to test new technology that will help ensure consumers can freely share videos without being exposed to illegal programming, which could lead to copyright infringement. We hope that other such sites will employ similar technology which allows them to conduct legitimate online businesses while protecting the creations of thousands of people who work in the entertainment industry.”
As a copyright-friendly service, Guba currently prevents users from uploading feature-length films, DRM-protected content, MP3 files, and software.
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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.
