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Sony Six strengthens presence on DTH
MUMBAI: Sony Six, the sports entertainment channel from Multi Screen Media (MSM) stable, has signed two new deals to strengthen its presence on direct-to-home (DTH) platforms.
The channel is now available on Tata Sky and Airtel digital TV. It was already on Videocon d2h and Dish TV. With this, Six will have a total reach of 36.7 million C&S homes.
Six, which went on air on 7 April, has been priced at Rs 14.70 on a la carte basis in digital addressable system (DAS) areas.
MSM COO N P Singh said, "We are happy to announce that in addition to Dish TV and Videocon, SIX is now also available on TATA SKY and Airtel. DTH platforms have achieved a strong distribution reach and with this development, we will be able to further strengthen our distribution in India.”
It has Indian Premier League (IPL) as its tentpole property in addition to Ultimate Fighting Championship (UFC) and National Basketball Association (NBA) as it looks to woo youths with fast-paced sporting events.
Commenting on this development, One Alliance President Rajesh Kaul said, "The One Alliance always strives to create a strong product offering of diverse television content. The sports genre has always been a strong growth driver and with Six now available on an array of DTH platforms, viewers can enjoy their favorite sports with enhanced visual and sound quality."
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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.
