Applications
SonyLiv can monetise content bundles better using Evergent solution
MUMBAI: Evergent will now empower SPNI to onboard new customers for SonyLiv and monetise live sports. Its comprehensive revenue and user lifecycle management platform supports identity, entitlements, product catalogue and payments across two major media platforms and multiple devices.
Evergent Technologies, a provider of cloud-based, user lifecycle management solutions for video service providers, has announced a collaboration with Sony Pictures Network India (SPNI) and its SonyLiv premium video-on-demand (VOD) service.
This would enable Sony to expand beyond its initial push to consumers in India. With Evergent’s User Lifecycle Management solution, SonyLiv can support identity, entitlements and better monetise content bundles across both live and on-demand media platforms.
SonyLiv provides multiscreen engagement on all devices to millions of users. Sony wanted to leverage that success by expanding into other geographic territories, and has selected Evergent because of its expertise in deploying a global OTT service.
As part of the collaboration, Evergent will provide identity and user management, entitlement for provisioning content access, revenue management to track global payments by product and region, and product catalogue management for personalising products, bundles and promotions across a range of devices.
“SPNI has extensive content they want to monetise and want to better manage the customer journey with a cost-effective carrier-scale platform,” said Evergent’s founder and CEO Vijay Sajja. “Companies today require a modern, comprehensive tool set to actively manage video delivery, billing and users accounts in flexible and compelling ways that drive customer acquisition, reduce churn, and maximize predictable revenue.”
According to SPNI senior VP and head of IT and post-production Ajay Kumar Meher, “By teaming up with Evergent, we can expand our reach offering live streaming video content of select sporting events and personalize offers based on a user’s profile, device or geography.”
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.
