Applications
STBs, VoDs & IPTV will soon have high-end TV content via Tata-V-Nova tech
MUMBAI: V-Nova Ltd., a leading provider of video compression solutions, and Tata Elxsi, a leading provider of specialised broadcast and communications engineering services, have announced a partnership that enables operators to deploy V-Nova Perseus technology at an accelerated pace.
– Strategic partnership offers broadcasters and operators unique solutions and know-how for TV delivery to connected devices and set-top boxes.
– Joint offering leverages Tata Elxsi’s system integration expertise to enhance performance, simplify deployment and reduce operating costs.
– Customers will benefit from faster time to market with V-Nova Perseus-based solutions.
Tata Elxsi has already integrated V-Nova’s award-winning technology within the set-top-box (STB) of a satellite TV operator in Europe, enabling rapid deployment and immediate benefits.
V-Nova Perseus offers the benefits of next-generation codecs, on available encoders and decoders, at the same time providing substantial reductions in processing power requirements. Compatible with Commercial Off The Shelf (COTS) hardware, including both legacy and the latest generation of STBs, PERSEUS provides optimum performance at the operating points that are key for service delivery.
The benefits are particularly suited to (VoDs) video-hungry services, from HD and UHD TV to social media applications, across all delivery networks. V-Nova Perseus is compatible with existing h.264/HEVC workflows irrespective of DRM, streaming protocol such as HLS and DASH, ad-insertion and other processes.
Perseus has been deployed in a number of applications, from contribution to IPTV and OTT delivery in multiple countries worldwide.
V-Nova CEO Guido Meardi said: “Together with Tata Elxsi, we can help operators turbocharge the performance of their services with the rapid deployment of V-Nova Perseus 2 on custom integrations across a wide range of client devices, including legacy and new cable, IPTV and satellite STBs.”
Using its extensive domain depth, product design and integration expertise, Tata Elxsi will provide fast and reliable delivery of V-Nova PERSEUS-based solutions for broadcasters, Pay TV operators, content owners and video service providers. With a backing of over 25 years of experience in technology, systems integration and consulting, Tata Elxsi can maximize the benefits of the deployment of V-Nova Perseus within operator specific head-ends, ad-servers, cloud environments and set-top-box middleware, while minimizing time to market.
Tata Elxsi VP and head of broadcast business unit KP Sreekumar said: “V-Nova Perseus 2 is a natural fit for our broadcast and communications clients, and we look forward to work closely together to maximize existing services and enable new use cases.”
The joint offering, combining the performance of V-Nova Perseus with Tata Elxsi’s know-how, will be readily available to operators and broadcasters looking to maximize the potential of video services across connected devices and set-top boxes.
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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.
