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IndiaCast assigns digital content management duties to Tangerine Digital
MUMBAI: IndiaCast Media Distribution, the JV of TV18 and Viacom18 has appointed digital content management agency Tangerine Digital to manage the digital content of their flagship channels on digital platforms.
IndiaCast is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A&E Networks, TV18 and the Eenadu group. Tangerine will be responsible for curating and packaging all Video on Demand (VOD) content in order to aid discovery for IndiaCast while at the same time, ensuring stringent turnaround time for publishing of episodic videos.
To take the relationship forward, Tangerine will bring its experience in content management and metadata services for the broadcast industry. They will not only assist IndiaCast in its endeavour to increase operational efficiencies to consolidate their distribution functions of both media houses but also support the distribution venture reach newer markets. Tangerine will capture, curate and publish episodic videos of six channels (including Colors TV) within 45 minutes of its premier on-air telecast in India. Italso will create individual episodic videos of shows like ‘Balika Vadhu‘ and ‘Uttaran‘ etc of Colors in addition to regional content from five of ETV‘s bouquet of channels.
IndiaCast Group CEO Anuj Gandhi said, “Tangerine has been a very strong partner in growing our digital footprint. The team has
always delivered successfully to our tight and aggressive schedules and has a rapid and effective response mechanism to meet dynamics of the digital environment. We are pleased to work with Tangerine and look forward to a long term fruitful association.
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Tangerine Digital CEO Kesavan Kanchi Kandadai said, “The media distribution industry is currently witnessing a phenomenal revolution in the way media content is circulated and consumed. Increased bandwidth and easy access of Internet through tablets and smartphones is fueling exponential growth of online video consumption, in turn unlocking new channels in the way content is created, distributed and monetised. We at Tangerine are entirely focused on this evolving digital environment and will continue to pioneer new and creative ways to engage, entertain and inform audiences. We believe we have the capabilities and the focused strategic approach and expertise to add value to the brand IndiaCast.”
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Tangerine Digital offers integrated services across content creation and management including sports content, repurposing videos for VoD platforms and creating theme based text and video content across e-commerce, web, mobile and social media platforms. Additionally, Tangerine also creates metadata for video and images and moderates user generated content to protect and de-risk the brands on the digital platforms and manages the YouTube channel of the client.
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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.
