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Deutsche Welle joins hand with DD Direct +
MUMBAI: In a bid to strengthen its foothold in India, the German pubcaster Deutsche Welle (DW) has enterted into an agreement with DD Direct+, the pubcaster Prasar Bharti managed direct-to-home service to emit its programmes via a DD satellite transponder in India.
In a statement issued today, DW will be present with DW-TV programmes in English and German, and in future possibly also with radio programmes in English and Hindi or other languages. At present, only the state-financed Doordarshan and one pay platform broadcast via DTH signal, which guarantees a technically brilliant and reliable emission.
“We are very happy to step up our presence in India”, says Deutsche Welle director strategy, marketing and distribution Guido Baumhauer. “This is a great opportunity for DW television. We have excellent contacts with Prasar Bharati, which runs Doordashan, and we are working together on a number of projects. With Doordashan and DW both being public broadcasters, I‘m sure this new cooperation will be a positive experience for all sides.”
The release states that the DD Direct+ reaches far more housholds than pay TV and is expected to be the biggest DTH platform in Asia, which opens up a lot of possibilities for the DW regarding regional broadcasting of its programming. Prasar Bharati CEO K S Sarma, actively supported the German bid for the place on DD Direct+.
“This is due to DW‘s outstanding reputation as an international public broadcaster of high quality”, comments DW general manager Erik Bettermann. “Asia is one of our focus regions. We are happy to expand our market in India, and Doordarshan, as a long-standing player in the Indian media business, is an excellent partner for us.”
The DD DIRECT+ platform carries 33 free-to-air (FTA) channels, including 19 DD channels, 14 private TV channels and 12 All India Radio (AIR) audio channels and is likely to include more channels in the future. The approximate cost of the equipment to view DD channels is around Rs. 1800/- including Set Top Box, LNB and antena.
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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.
