Applications
Airtel Digital TV launches iKidsworld
MUMBAI: Airtel Digital TV, the DTH service from Bharti Airtel, has launched a new interactive educational service for kids, iKidsworld.
The service expands the interactive bouquet offering of Airtel Digital TV and engages kids at every step.
The user interface is designed to make learning enjoyable for the kids, the company said.
The video content of iKidsworld offers activities like stories, hobbies, songs, rhymes, math puzzles, science facts and quizzes.
Powered by Fundoodaa, the content of iKidsworld is designed to enhance a child’s knowledge, pique their curiosity, challenge their thinking and at the same time have an entertainment quotient.
Bharti Airtel CEO DTH/Media Shashi Arora said, “Our objective was to blend the best of television with interactivity and engagement that children seek from the internet. In line with this, we are delighted to launch –iKidsworld, an interactive educational service. We aim to enhance the learning experience of the kids by converting passive television viewing experience to a more active and participative viewing. The interactive user interface has been specifically designed to appeal to today’s kids – who are exposed to multiple cartoon channels content.”
Existing Airtel digital TV subscribers can subscribe for iKidsworld at Rs 30 per month + taxes.
With iKidsworld, Airtel Digital TV now has seven interactive applications as part of its interactive services portfolio- iRadio, iLearn, iDarshan, iGoodlife, iAstro and Parsifal.
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.
