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CBeebies programming block to launch on BesTV New Media in China
MUMBAI: UK pubcaster The BBC‘s commercial arm BBC Worldwide has announced a deal with Chinese new media company BesTV to launch a CBeebies branded block on their multi screen platform.
The deal, announced at the opening day of the Shanghai TV Festival, is the first collaboration between a UK kids content provider and BesTV New Media.
Commencing this year, the deal will see over 20 million of BesTV‘s new media subscribers, who have access to CBeebies‘ preschool programmes like ‘Teletubbies‘, ‘Sarah And Duck‘, ‘Baby Jake‘ and ‘Andy‘s Wild Adventures‘ as a VOD service. Young learners and parents will be able to enjoy CBeebies programmes via BesTV‘s multi-screen service – through IPTV, Connect TV, OTT, tablets, and mobile.
This will be the first launch of CBeebies as a brand in China. BBC Worldwide VP and GM Greater China Pierre Cheung said, “We have a long term relationship with BesTV, who have been acquiring our BBC documentaries and drama since 2008. We are extremely excited to work with them again to launch the CBeebies brand, and look forward to working with them to promote our award-winning preschool brand in China.”
BesTV New Media VP Zhangyue said, “Family subscribers are our target users, and the deal with BBC Worldwide to provide CBeebies branded programmes on BesTV is important to us. It gives our viewers and subscribers opportunities where families can come together in front of the TV to spend quality time together.”
“CBeebies provides a range of pre-school programming designed to encourage learning through play in a consistently safe environment – attributes that we at BesTV agree and believe in as well. With this deal, we have upped the ante on our international preschool offering,” he adds.
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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.
