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Older Americans less keen to shift to digital TV: Study
MUMBAI: A new study released by the Association of Public Television Stations (APTS) in the US finds that older Americans are significantly more likely to receive their television signals over-the-air, and are therefore less prepared than the rest of the US population to transition from analog to digital-only television in 20 months. The study revealed that Americans aged 65 and older are consistently more likely to receive television signals via an over-the-air antenna than are Americans under 65. These findings cover the period between the first quarter of 2002 and the first quarter of 2007. In the most recent quarter, 24 per cent of households with Americans 65 and older received their TV programming over-the-air, while only 19 per cent of younger households were over-the-air. Moreover, the study found that of Americans aged 65 and older who rely solely on over-the-air connections to television programming, only 17 per cent own a digital TV. In addition, 41 per cent of Americans 65 and older and 55 per cent of those younger than 65 have purchased a new television set in the past three years. The findings are suggestive that the older viewing population may not be as attuned to recent changes in TV appliance offerings and may not be spending as much time in retail outlets that sell TV sets, the study concluded. Since this older population may not be exposed to DTV transition messaging from electronics retailers, they will need special focus in efforts to educate the public about the February 2009 end of analog TV transmissions. APTS says that it has long called for a greater federal investment in consumer education about the DTV transition.
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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.
