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MTV Networks acquires Atom Entertainment for $200 million
MUMBAI: MTV Networks (MTVN), a division of Viacom, Inc., has announced a definitive agreement to acquire Atom Entertainment, Inc., a portfolio of four leading online destinations for casual games, short films and video, for $200 million.
Acquiring Atom Entertainment advances the company‘s multiplatform strategy of building an engaging universe of music, gaming, entertainment, news and interactivity for targeted audiences. The acquisition is subject to customary closing conditions and is expected to close in the third quarter 2006.
Atom Entertainment is a pioneer in online entertainment with four brands in both games and video: Shockwave.com and AddictingGames.com are two of the internet‘s largest casual gaming sites, offering nearly 1,500 free and downloadable games. AtomFilms.com and AddictingClips.com are two premier film and video sites for short-form comedy, animation, drama and user-generated content.
Adding Atom Entertainment to MTV Networks‘ overall portfolio fits squarely with the company‘s strategy of super-serving its targeted, global audiences with a relevant and innovative video experience online. Following MTVN‘s recent purchases of XFIRE, Y2M, GameTrailers.com, IFILM and Neopets, this acquisition demonstrates the company‘s continued commitment to being a premier multi-platform media company, uniquely positioned across every screen, states an official release.
Viacom CEO Tom Freston says, “This acquisition is right on the money with our digital strategy. It adds great scale with users, improves our growing casual gaming position, and brings a world-class digital video library and a fantastic management team.”
“Atom Entertainment is a best in class and dynamic property, with brands that have dedicated, passionate followers and content that resonates with our global audience,” adds MTV Networks chairman & CEO Judy McGrath. “This acquisition is in line with our business strategy of being a leader in the digital space and connecting with consumers on every platform and device they use.
Shockwave.com and AddictingGames.com are part of the large and rapidly growing business of online casual gaming and will complement MTVN‘s roster of casual gaming communities, including Nick.com and Neopets. By including these two Atom sites, MTV Networks aspires to be a leader in the casual gaming business, with more than 50 million casual gamers playing more than 400 million games a month. In addition, AtomFilms.com and AddictingClips.com further expands the online video available across MTVN‘s 24 broadband channels and the company‘s user-generated content offerings, the release adds.
“MTV Networks is a global leader in entertainment, and we are thrilled to join their family of brands,” says Atom Entertainment CEO Mika Salmi. “Leveraging MTVN‘s platform will accelerate our growth and create new opportunities for both consumers and advertisers. We are proud of the business we‘ve built and look forward to working together with MTVN to lead the way in the casual gaming and short-form video content business
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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.
