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RBNL expands reach in HSM with new carriage deals
MUMBAI: Reliance Broadcast Network Limited (RBNL) has expanded the reach of its multi-lingual international men‘s entertainment channel Big CBS Prime beyond the eight metros to 1 million+ towns across Hindi Speaking Markets (HSM).
RBNL has inked deals with leading distribution platforms to extend its reach to 30 million households across the markets of Gujarat, Punjab, Maharashtra, Madhya Pradesh, Uttar Pradesh, Rajasthan and top 8 metros.
BIG CBS Networks Business Head Anand Chakravarthy said, “With the launch of the Hindi language feed, BIG CBS PRIME now expands into 1mn+ HSMs in the country, expanding its audience base. The channel has seen very encouraging results over the last few weeks, since launch of the language feed in metros, and we expect to get an even better response in HSM‘s. We are sure that the channel will build a strong viewer base ensuring better ROI for marketers and advertisers.”
The channel which is already available on all leading DTH platforms and national MSO‘s in metros has now inked deals with all the regional MSO‘s as well, making Big CBS Prime available to a larger cross-section of male audiences, showcasing the best international content in a dual feed.
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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.
