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ESPN US in mobile deal with MediaFlo
MUMBAI: MediaFlo USA, a subsidiary of Qualcomm has signed a deal with US sports broadcaster ESPN. The deal will bring sports programming to MediaFlo USA’s new mobile entertainment service. |
The new ESPN Mobile TV channel – ESPN’s first on a wireless service – will offer a selection of live, simulcast sports events; breaking sports news, commentary and analysis; and realtime sports scores and game updates. MediaFLO USA will deliver this content directly to subscribers’ mobile phones. ESPN Enterprises executive VP Salil Mehta says, “The time is right to offer the first-ever sports wireless channel, ESPN Mobile TV. Historically, ESPN has been the leader in adopting new technologies to serve sports fans, and MediaFLO USA’s mobile entertainment service will make ESPN’s world-class programming come to life on the newest generation of mobile phones.” |
MediaFlo USA president Gina Lombardi says, “MediaFlo USA is revolutionizing television by offering, for the first time, must-see programming from world-class entertainment brands in a crystal-clear mobile viewing environment. “One of the keys to the broad adoption of mobile TV is the availability of high-quality content, and our agreement with ESPN will be a compelling draw for sports fans who want anytime, anywhere access to unmatched sports programming.” Guided by primary market research and consumer trials, MediaFlo USA intends to secure familiar, full-length content from many of the world’s leading media companies and leverage its dedicated, nationwide multicast network to deliver live, full-length, TV-quality programming to mobile phones. |
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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.
