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Dishtv, Tata Sky plan schemes for World Cup
MUMBAI: DTH service providers Dishtv and Tata Sky will use the upcoming cricket World Cup to entice their viewers and increase subscription numbers. Dishtv has come out with a World Cup For Free offer. It has come out with a special world cup promotional pack at Rs 3990, all inclusive with six months subscription free. This also includes dishtv‘s sports active services free for the same six-month period. The offer is being introduced by the dishtv mascot who entices the viewer with his histrionics and invites them to this unique experience only on dishtv. |
Dishtv is positioning itself as offering active services that enable a better than stadium experience for the viewer. Besides digital picture quality and stereophonic sound, viewers will have value added controls. The matches can be viewed with multi-camera angles. Subscribers can watch a match through three different camera angles – the main feed, the square leg and the third which will be a mix of stump cam/high wide shot. Language Feed: The dish subscriber will have the opportunity to hear the commentary from a choice of five languages – English, Hindi, Tamil, Telugu and Bengali along with a live stadium ambient sound. Highlights: Match highlights, i.e. all wickets and key shots like – 4‘s, 6‘s will be available to the dishtv viewers at the press of a button whenever they want Statistics: The dishtv subscriber will have access to a stupendous Amount of cricketing data like team line ups, score cards, in-depth history of the players, their past records and so on again on their TV screens merely at the touch of a button. |
The firm says that subscribers will get the Sports Active services at no extra cost that would otherwise cost Rs. 25 per month. Dishtv CEO Arun Kumar Kapoor says, “Cricket is like religion in our country and the Cricket World Cup being the biggest opportunity to delight the consumers. With the advent As far as Tata Sky is concerned the company‘s MD and CEO Vikram Kaushik says, “Tata Sky is offering free subscription for three months and has roped in actor Hrithik Roshan for its new marketing campaign.” He explains that as part of this campaign select viewers who have subscribed before 15 April will get to watch the World Cup final match with him. In adition the company is extending the free pricing policy to the second, third and fourth television set within a consumer‘s household. “The new marketing campaign is a step to reach one-million subscriber base by the end of this year. We expect phenomenal subscription during the World Cup.” |
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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.
