Applications
Zee TV’s mobile app crosses ‘1 million downloads’ mark
MUMBAI: Zee TV‘s interactive mobile app for its non-fiction shows has crossed a milestone of one million downloads according to Mobilox Innovations.
Leveraging the success of Zee TV‘s popular non-fiction shows like ‘Dance India Dance‘, ‘DID L‘il Masters‘ and ‘Sa Re Ga Ma Pa‘, the mobile app boasts of a wide array of interactive features that engage users, offering them a unique window of experiencing these shows.
According to the channel, Zee TV‘s current non-fiction property ‘India‘s Best Dramebaaz‘ is delivering overwhelming response from viewers across India. Hence, the app is now titled ‘India‘s Best Dramebaaz‘ app and is available on all key digital platforms such as iOS, Android, Blackberry and Symbian.
In one of the mobile innovations, Zee TV has converted the original mobile app created for ‘DID Season 3‘ into apps for each successive season of its ongoing non-fiction shows, thereby retaining its original user base, while adding more users with each new season.
Zee Entertainment Enterprises marketing head-national channels Akash Chawla said, “Zee TV‘s shows have consistently topped viewership scorecards, making them the rulers of the on-air space. Even off-air, it is gratifying to note that our non-fiction shows have emerged as the front-runners of the digital space with their mobile app crossing a milestone of 1 million downloads. At a time when ‘on-demand‘ entertainment is the order of the day, we have been successful in providing our viewers with content that has kept them engrossed and engaged.”
Following a successful collaboration for the mobile application of its previous non-fiction shows, Zee TV has continued its partnership with Mobilox Innovations to develop the WAP and app technology for ‘India‘s Best Dramebaaz‘.
In addition to keeping the tech-savvy youth connected with their favourite shows, the app provides users with exclusive behind-the-scenes peeks into the shows, connecting them with contestants, judges and skippers. The live chats with judges and personalised dance tutorials by skippers of ‘DID L‘il Masters 2‘ have been crowd favourites while the easy voting feature has seen the contestants register a staggering number of votes on every season of Zee TV‘s non-fiction shows.
Mobilox COO Rohit Kaul said, “A million app downloads means a million new touch-points on the most personal device these days. Just technology development wouldn‘t have made it successful. The three key factors which helped the app scale to million downloads were Strong Product Concept, App Store Optimisation and App Store Affiliations. Mobilox will continue to do the same for Zee TV and add newer innovations to Mobile App Marketing to achieve multi-million downloads in future. This new benchmark set by Zee, apart from its existing reach via TV, will create newer trends and innovations in the way audiences interact with the same brands on multiple screens.”
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.
