Applications
ADB integrates watermarking technology to digital set-top boxes
MUMBAI: Advanced Digital Broadcast (ADB), a supplier of technology to the global digital television industry, has announced that it is adding watermarking capabilities to its TV convergence solutions portfolio. ADB has integrated The Civolution’s VTrack watermarking technology (www.civolution.com) into its digital TV set-top boxes that provides operators with further means of protecting content. |
The integration of VTrack in ADB’s set-top boxes shows VTrack’s flexibility in integrating with different platforms ranging from cable, satellite and terrestrial to IPTV. Says Civolution CEO Alex Terpstra, “VTrack is a robust and easy to integrate solution. Now with the increased availability of high definition and early release content, camera capture and distribution of high quality content copies is a new threat requiring fast, efficient and cost-effective solutions.’’ Using Civolution’s VTrack solution, ADB’s set-top boxes are embedding an unique watermark into video material each time an on-demand programme is distributed, enabling content owners to identify the source of any potential copies. The VTrack watermark will survive camcorder-capture and subsequent degradation of the content through internet usage.ADB CEO Francois Pogodalla says, “ADB is proud to be one of the first set-top box companies to integrate such a solution onto its products. Considering the development of home networking, which enables content to flow freely between multiple consumer devices, ADB believes that the industry will welcome our efforts to offer an extra layer of content protection, in addition to today’s conditional access solutions.” |
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.
