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Tata Sky to use Rovi Corp’s copy protection technology
MUMBAI: Tata Sky, the direct-to-home (DTH) operator, has signed an agreement with Rovi Corporation, a digital entertainment technology solutions provider company for Analog Copy Protection (ACP) technology.
ACP technology helps prevent the unauthorised use of broadcasted content.
Tata Sky will deploy ACP technology from Rovi in all its set-top-boxes to help protect against unauthorised content copying.
ACP, a technology that is transparent to viewers, significantly distorts copies made on any VHS and DVD recorders.
Tata Sky chief technology officer Yigs Riza said, “It is important that Tata Sky protects the broadcast content. Our content partners make significant investments in creating high quality and high value content, thus it is important that we ensure that revenues are not lost through unauthorised copying that compromises the value of their content.”
Rovi Corporation EVP, Product Management and Marketing Corey Ferengul said, “To enable the growth and development of TV services in India, it is important that broadcasters adopt technology that helps to prevent unauthorised use of content and helps ensure that authorised use of content is correctly monetised. We are pleased to work with Tata Sky and to help them protect their partners’ content and revenues.”
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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.
