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FremantleMedia US creates an online pet destination on Blip Platform
MUMBAI: Television format creator and distributor FremantleMedia‘s US division has partnered with the digital network Blip to develop a pet-related entertainment destination on Blip powered by its digital programming site The Pet Collective.
The new pet-related content will be available at Blip.com and across the web starting next month.
Creating a pet vertical on Blip with premium content from the FremantleMedia team behind The Pet Collective allows Blip to curate and deliver online pet content for their highly engaged audience to discover, watch and share with their friends. In addition, working with Blip enables the group to expand their distribution across the web on a complementary platform that will build new audiences.
The Blip pet vertical will be available to viewers on its website and across the web via Blip‘s distribution partnerships. The collaboration is attractive to a number of viewers and consumer brands due to the family-friendly content, the high quality production and the ability to watch anytime, anywhere.
Launched online in April 2012, The Pet Collective is a digital producer of animal-friendly content that celebrates the connection between animals and their human companions. It‘s designed as a celebration of pets and the enriching effect that they have on human beings through informative and adorable features. The programming is currently available online and has been extremely successful, with over 153,000 subscribers and 28 million views on YouTube. Some of the most popular series include: The Litter with Sharon Osbourne, Petodies, and the ultimate destination for animal livestreams.
FremantleMedia US CEO Thom Beers said, “Extending our digital reach with a fantastic new partner like Blip allows us to build our audiences and to work with talent we have developed on traditional platforms, such as the 2012 winner of ‘America‘s Got Talent,‘ The Olate Dogs.”
Blip CEO Kelly Day said, “Blip is developing and distributing topic-specific content for the millions of viewers out there looking to discover and share content they love. As the only premium animal-related brand online produced by industry leaders, The Pet Collective is a natural partner to develop a Blip pet vertical.”
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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.
