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AT&T partners with WWE
MUMBAI: US telecom major AT&T has announced a content agreement with World Wrestling Entertainment (WWE). This has resulted in the largest collection of mobile WWE content to date. |
WWE says that its television programming reaching more than 15 million viewers per week in the US. These fans follow WWE across all media, including television, pay-per-view, online, DVDs, magazines, and theatrical films. Now WWE will work jointly with AT&T, formerly Cingular Wireless, to make the mobile device the next extension of WWE, allowing fans to experience a new generation of mobile video and interactivity. In the coming months, AT&T and WWE will be launching a number of wireless related services. Fans will have access to a custom-built, cutting edge mobile internet WWE portal that will provide access to a deep library of content, and will prove to be a model for a new generation of mobile connectivity. There will be a collection of WWE-themed videos, ringtones, voice tones and graphics so fans can personalise their mobile experience. In addition, AT&T intends to use WWE content to explore text-based programmes that will offer AT&T‘s 61 million customers and WWE fans an interactive experience. |
AT&T wireless VP marketing John Burbank says, “WWE fans love action — anytime and anyplace. Now, fans can carry the action with them wherever they go, just in time for WrestleMania.” WWE executive VP, global media Shane McMahon says, “It‘s all about the WWE fans. Imagine something happens at RAW, SmackDown, or WrestleMania 23, and moments later, that moment in time is available on your AT&T handset. “Because we own our intellectual property, we have the unparalleled ability to create this must-have content for our fans. In order to create the ideal fan-centric mobile experience, it was necessary to work exclusively with one partner who was an industry leader and that is why we teamed up with an innovator like AT&T.” Headlining the debut of WWE in the mobile arena is an arsenal of video content. WWE Mobile will feature a basic package of short-form videos each month, as well as a premium package, providing a deeper view into WWE. Add this to a library of ringtone, voicetone, and wallpaper content, and AT&T‘s wireless customers now have on-the-go wireless access to the WWE brand. |
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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.
