Applications
Epix partners with Xbox 360 to deliver voice-controlled experience
MUMBAI: US entertainment service Epix a JV between Viacom, Paramount, Lionsgate and MGM has announced the launch of its app as part of Microsoft‘s introduction of the new Xbox live service.
Epix will provide authenticated subscribers streaming access on Xbox 360 to over 3,000 titles including a high definition lineup of new releases like ‘Rango’, ‘Iron Man 2’ and ‘True Grit’, big movie franchises ‘Star Trek’, ‘Saw’ and James Bond along with original music, comedy and sports events. The Epix app utilises the capabilities of Xbox including voice search, gesture and voice commands.
Epix president, CEO Mark Greenberg said, “The combination of Epix premium entertainment and the innovations of the Xbox platform offer a powerful and unparalleled experience. By working with the Microsoft Xbox team and our affiliated cable, satellite and telco partners, we‘re taking another step forward in delivering great programming how, when and where viewers want to see it.”
Xbox Live GM Pete Thompson said, “Our partnership with Epix marks a significant milestone in our vision to bring consumers all their favorite entertainment, shared with the people they care about, made easy. By bringing Epix to the Xbox live service and adding the magic of Kinect, we are transforming the way consumers experience entertainment forever.”
The ability to stream full movies and concerts on the Xbox Live service is included as part of the premium subscription service available through cable, satellite and telco distributors, which includes Epix and its multiplex channels, Epix SVOD and EpixHD.com. Epix is working with affiliated partners including Dish Network, Mediacom Communications and Verizon Fios to engage viewers as well as add new subscribers among the large universe of Xbox Live customers.
“As we become available on more popular and leading devices like Xbox, we will be able to build a relationship with a younger audience that will help drive business for our partners,” added Greenberg.
Dish senior VP of programming Dave Shull said, “We‘re pleased to partner with Epix in our efforts to increase the number of online movies available to our subscribers. Dish Network is committed to offering the most robust video content while giving our customers the most options for when and where they choose to watch it.”
In addition to Xbox, authenticated subscribers can access Epix content on hundreds of other devices.
Applications
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.
