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Broadcasters, MSOs agree for genre-wise switch off ahead of 1 November
MUMBAI: Major broadcasters and multi-system operators (MSOs) have agreed to switch off genre-wise analogue signals of television channels in phases ahead of the 1 November deadline for digitisation in the four metros.
The consent of the broadcasters would not violate the earlier Tdsat ruling in favour of ESPN Star Sports that stated that the MSOs could not switch off analogue delivery of popular channels before 1 November.
Star, Zee, Multi Screen Media (MSM) and TV18 Group are among the major broadcasters who are in agreement with the MSOs, a move set to smoothen the transition from analogue to digital cable TV in the four metros.
Industry sources said the process of phase-wise withdrawal could begin from 10 October, three weeks before the complete analogue cable switch off. The first channels being considered would be English movie channels.
“We have agreed for a genre-wise switch off in phases,” Media Network and Distribution Ltd MD and CEO Yogesh Radhakrishnan told Indiantelevision.com. Media Network distributes the Times Group of television channels including Times Now, ET Now, Movies Now and Zoom.
What this means in effect is that a particular genre of channels will not be available on analogue cable in the four metros in different time periods before 1 November.
“The date for digitisation deadline is not far off. All hell won‘t break loose and it is a practical step to take if we are to move into the new digital era. This is also a way to make consumers realise that they can‘t view television content from 1 November if they don‘t have digital STBs,” an industry source said.
The Indian Broadcasting Foundation (IBF) and MSOs had met under the aegis of the Information and Broadcasting Ministry officials to discuss on the state of preparedness of the stakeholders for meeting the 31 October deadline. The government has mandated the shutting down of analogue cable TV by 31 October midnight in Delhi, Mumbai, Kolkata and Chennai.
It is not clear, however, if all the broadcasters are in agreement with this decision. Earlier, sports broadcaster ESPN, which is now telecasting the T20 World Cup, had moved the Telecom Disputes Settlement and Arbitration Tribunal (Tdsat) alleging that MSOs had stopped re-transmission of signals of its channels – ESPN, Star Sports and Star Cricket — with a view to ensure the order of the Information and Broadcasting (I&B) Ministry for digitisation of all cable networks in Delhi is implemented.
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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.
