Applications
Prime Focus Technologies rebrands DAX to CLEAR
MUMBAI: Prime Focus Technologies (PFT) has announced the transformation of its patented DAX Digital Dailies to CLEAR. Initially released in 2004, DAX pioneered online Dailies experience at a time when the industry was using DVDs and has been the only patented Dailies solution since. While DAX has undergone several changes since its acquisition by PFT in 2014, it now morphs into CLEAR with a host of bold new features that will transform the post-production processes.
The updated CLEAR revolutionizes content creation with brand new collaboration tools, upgraded performance, embedded MAM functionality, strong workflow management and the ability to handle Mezzanine/raw content. You can now drive post-production supply chain efficiencies like never before – ingest, delivery, Master QC, localization and Mastering can be easily managed and administered on CLEAR.
While we continue to be the premier solution for dailies, cuts, document management including scripts and schedules, CLEAR’s armory of MAM features and tools delivers enormous possibilities. Upload, manage and create a cloud archive of your RAW or mezzanine (ProRes, DNX) production content (i.e. finals, screeners and marketing content), transcode to any format and deliver to your VFX vendors or your creative agencies to create trailers and promos. Easily view, manage – both scripted and unscripted content – or search for your content. Add comments, create clips and sizzle reels, collaborate with your post teams as soon as you start uploading content.
And that’s just the start. Transformational new features also include:
Apple TV App – Our incredible new app, custom-built for screening content on TVs in a simple interface innovatively designed for instant and secure access
Next-generation HTML5 Player – Stream content at higher bitrates without interruption all the way up to 10mbps/4K/HDR
Support for mezzanine content, in DNxHD or ProRes formats – Automate proxy creation and view cuts at much higher quality, and manage a multitude of formats
Multi-cloud architecture – Enjoy the flexibility and proven security of best-of-breed public cloud infrastructure (AWS, Azure etc.) or tap into on-premise content stores
One-click share – Share content securely with both CLEAR and non-CLEAR users, with expiration dates
Enhanced Security – Gold standard security features further bolstered with Just-in-Time Watermarking, a lightning fast, ironclad new Just-in-Time visible video watermark
Powerful Administration module – Easily manage your production’s users, access permissions and folders Create your own user experience – Select a light or dark background, player settings and navigation views to suit your preferences
“As part of CLEAR, we have expanded DAX from a dailies solution into a holistic content creation and post-production supply chain platform,” said Prime Focus Technologies founder and global CEO Ramki Sankaranarayanan. “CLEAR brings to the table a host of creative collaboration & post-production tools in the cloud with powerful MAM and supply chain management capabilities. We look forward to delivering an exceptional user experience and tangible business benefits to content creators.”
Used by 50% of US studios, the product now sports new powerful functionalities, and is all set to power the US studios to unleash their full potential. PFT’s customer support continues to be the industry’s gold standard, scaling to meet the needs of customers around the world.
Applications
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.
