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Online TV alternative to traditional music channels launched in the US
MUMBAI: An independent Internet television channel cheekily called Not Mainstream Typical Videos (NotMTV.tv) has been launched in the US. |
The network went live a few days ago with three programming pods. In addition to music coverage on their flagship series, Not Mainstream Typical Videos, the network will feature two additional pods of programming: Culture Captured and Investigate This! The network positions itself as an independent Internet television channel made by the fans and for the fans. The network notes that consumers all across America and around the world are supporting independent music as never before and they want cutting-edge cultural content. The network will aim to show the underground and unexplored aspects of the music industry and delivering to them the issues, stories and trends that interest them. NotMTV.tv also hosts an independent music video vault where indie bands are able to submit videos the network will stream and make available to members for download in four different formats (Windows media, QuickTime, iPod video and PSP video). Membership is free. One of the founders talent producer Terry Merrill stated, “An emerging and enduring multimedia challenge is to conceive, design and produce Internet television projects for niche “This network will deliver new music and culture content for an Internet generation telling network executives loud and clear they prefer the content of wherethehellismatt.com and YouTube than rehashed reality shows and by-the-book sitcoms.” |
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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.
