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Ditto TV inks deal with IndiaCast to expand offering
MUMBAI: Ditto TV, the Over-The-Top distribution platform from Zee New Media, has inked a deal with IndiaCast Media Distribution, the distribution joint venture between TV18 and Viacom18, which will take its offering to 50 channels.
The Ditto TV platform will help IndiaCast Media Distribution Private Limited to strengthen its existing viewers and to reach out to new audiences that is increasingly turning to mobile phones, tablets, and laptops for infotainment.
The IndiaCast stable comprises 19 channels with 12 regional, five news, one entertainment and one music channel which includes Colors, MTV, CNBC-TV18, CNN-IBN, CNBC Awaaz, IBN7 and IBN-Lokmat, and the regional channels including ETV Bangla, ETV Bihar, ETV Gujarati, ETV Kannada, ETV Marathi, ETV Madhya Pradesh, ETV Oriya, ETV Rajasthan, ETV Telugu, ETV Urdu, ETV UP and ETV2.
Zeel Business Head-New Media Vishal Malhotra said, "This partnership with IndiaCast Media Distribution spells a momentous occasion for Ditto TV and takes us to the 50-channel mark, ensuring that we continue to delight our customers across the world with rich, premium and quality content, anytime, anywhere."
Ditto TV already has partnerships in place with other leading content providers namely such as Zeel, Multi Screen Media (Sony Entertainment Television), Sri Adhikari Brothers, TV Today Network, BBC, and Big CBS. The Star network of channel is missing in Ditto TV‘s menu.
Earlier, IndiaCast had signed a multi-year licensing deal with iStream.com which will see the online TV service provider carrying TV18 and Viacom18‘s bouquet of 20 channels for its streaming and video on demand services online and Internet-enabled devices including smart phones and tablets.
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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.
