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Dish TV set to create niche channels to beat the competition
NEW DELHI: With a second player in the DTH arena round the corner in the form of Tata Sky, Dish TV is finalizing creation of new channels for its subscribers.
According to Dish TV CEO Sunil Khanna, work has started on new niche channels to be introduced on the DTH platform over the next 12-24 months.
Pointing out that the target is to have a between 190-200 channels on Dish TV, Khanna said, “Some of the new channels would be created within the Zee group, while few may be brought in as part of third party distribution.”
The reason behind creating niche channels instead of importing products from outside India is that not all niche channels available are suited for Indian viewers.
For example, Khanna said, if Dish wants to introduce a premium gardening channel, there was no use getting one from outside as the weather conditions and local environment is different in India.
“To give an instance, if we have a gardening channel, then it’s best to create it in India and in-house. This way we would also be able to study the feasibility of such niche channels, which may have limited, but loyal viewership that would be ready to pay even a premium,” Khanna said.
Dish TV, country’s first pay TV platform, is managed by the Subhash Chandra-controlled ASC Enterprises that is the DTH licence holder. Another Chandra company, Zee Network, has a programme supply agreement with ASC.
Dish TV, which is pumping up the noise around the usefulness of subscribing to a DTH service, is also increasing its investment in the project.
“We have spent around Rs 3.5 billion in the DTH project till now, out of which a major part has been spent on customer acquisition,” Khanna said.
He added that investment would be upped “as needed from time to time to expand operations and offerings.”
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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.
