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Shemaroo sets up movie channel on YouTube
MUMBAI: Shemaroo Entertainment has set up an exclusive online Bollywood movie channel, Shemaroo Movies, on YouTube for free viewing.
Setting a new trend in the entertainment industry distribution strategy, Shemaroo started the simultaneous process of releasing the DVD of films and at the same time putting the same content on its YouTube channel.
The process began with the DVD release of Dil to Bachha Hai Ji 15 days ago. This will be followed up with the forthcoming DVD release of Aakrosh. Besides the two films, around 20 other titles have been selected from Shemaroo’s vast collection that includes Dhamaal, Anwar and Fool-n-Final other than all time classics like Anand, Mili, Gol Maal, Teesri Kasam and The Great Gambler.
Comments Shemaroo Entertainment Director Jai Maroo, “With digital media spreading its wings globally, we can say that ours is the YouTube generation, where one seeks a variety of content on a single platform (YouTube). Keeping in step with the change in the entertainment consumption pattern, Shemaroo offers its consumers an array of video content of different genres like comedy, songs, short film and film scenes among others on multiple channels on YouTube.”
Avers JAPAC director content partnership for Google Gautam Anand, “We’ve long maintained that our success is tied to the success of our partners. Shemaroo has been one of the early adopters of YouTube for distribution of their content on the web in India. With the addition of a dedicated full length movies channel to its existing bouquet of 19 YouTube channels, we feel proud to be delivering value to our partners.”
Anand also said that long form premium content like movies is emerging as a big category on YouTube and Google is committed to bringing movies across all genres to our users.
“With the launch of Shemaroo movies, users all across the globe will be able to enjoy high quality latest movies absolutely free of cost at their convenience”, Anand further.
In addition to the new channel, Shemaroo‘s bouquet of existing YouTube channels includes Filmi-Gaane, Movie In 15 Minute and Bolly-Gupshup.
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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.
