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MCV selects Rentrak to provide mobile TV measurement service
MUMBAI: Mobile Content Venture (MCV), a joint venture consisting of 12 major broadcast groups that operates the Dyle mobile TV service, has selected Rentrak to provide the first-ever mobile broadcast TV measurement for local markets.
MCV will leverage Rentrak’s Mobile Essentials solution in combination with Rentrak’s StationView Essentials solution to help MCV members align traditional TV ratings with broadcast mobile TV performance.
As opposed to other measurement services that provide sample-based data, Rentrak will offer MCV members census-level data, giving them insight into the entire population using live mobile TV services.
MCV represents 35 markets across the US and more than 93 stations from broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC.
“With more than 200 station clients, Rentrak is proud to provide members of MCV with the opportunity to capitalize and monetize multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings,” said AMI Division at Rentrak Corporate President and President Cathy Hetzel.
“Rentrak’s advanced capabilities – which provide detailed TV viewership measurement for all screens, including mobile TV – will enable stations, advertisers and networks to gauge the incremental value of live TV viewing from a mobile device.”
With the launch of Dyle mobile TV – a service offering consumers a new, easy way to experience and enjoy live broadcast television on their mobile devices at home or on-the-go – there is an immediate need for local stations to have viewership data across mobile devices in order to determine how consumers are interacting with live mobile TV.
Rentrak has the unique ability to integrate massive amounts of mobile viewing activity with the linear viewing behaviors from a correspondingly massive linear viewing database. This combination will provide a better understanding of how best to incorporate mobile for future campaigns and advertising initiatives.
“Live mobile TV is an emerging medium, so it’s critical that we take the necessary steps to ensure it will scale as traditional TV has over the years. This new data will provide valuable insight into consumers’ mobile viewing habits, which will be leveraged to drive continued growth for the ecosystem of devices and applications enabling live mobile TV," said MCV co-General Managers Salil Dalvi and Erik Moreno.
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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.
