Applications
IFTA asks for stronger online copyright protection
MUMBAI: Global trade association the Independent Film and Television Alliance (IFTA) has urged the US Department of Commerce and other government agencies to take concerted action to enhance effective online copyright protections.
It contends that online piracy has put at risk future production by harming independents’ ability to recoup minimum guarantees.
IFTA submitted the comments in response to a Notice of Inquiry (NoI) issued by the Department of Commerce (DOC), the US Patent and Trademark Office and the National Telecommunications and Information Administration on Copyright Policy, Creativity and Innovation in the Internet Economy.
It applauded the DOC for issuing the NOI to gather more information from stakeholders in order to effectually address major barriers to innovation in a digital environment.
Said IFTA president, CEO Jean Prewitt, “The policy and technological solutions that emerge from this proceeding should assist in establishing a transparent framework that takes into account advances in technology and the need for protection of copyright to encourage further innovation.
“We believe that solutions are achievable through government leadership and cooperation among all stakeholders and are necessary to ensure that investment in independent content can be recouped and new online distribution models developed.”
The IFTA says that piracy inhibits independent filmmakers from recouping expenses on productions in order to create future films. The organisation recommends government oversight in establishing mechanisms to protect copyright and innovation digitally.
The IFTA has also urged adopting international standards for copyright, such as the Anti-Counterfeiting Trade Act.
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.
