Applications
Thailand’s TrueVisions selects NDS
MUMBAI: NDS, which provides technology solutions for digital, has been selected by TrueVisions, Thailand‘s largest pay-TV operator, to secure and enable next-generation hybrid services for its subscribers.
The solutions selected by TrueVisions will enable it to securely engage and maintain viewer interest with new TV features and services.
NDS VideoGuard®, the world‘s leading pay-TV security solution which currently protects over $50 billion worth of revenue for pay-TV operators globally, will enable TrueVisions to achieve maximum revenue potential, particularly in the expansion of their HD services and hybrid set-top box (STB) deployment.
NDS MediaHighway, the enabling technology for over 180 million devices, will lay the foundation for advanced services such as NDS XTV digital video recorder (DVR) functionality, an adaptable user experience based on the NDS EPG Framework and hybrid features including access to an IP enabled Video On Demand (VOD) library through an inbuilt browser.
TrueVisions MD Thiti Nantapatsiri said, “We pride ourselves on the breadth and quality of both our international and local content, so it is important to implement market-leading technology to protect our TV offering and enhance our TV experience with next-generation services. NDS has a proven track-record in securing and enabling the major pay-TV platforms around the world, so it is the natural choice, as part of TrueVisions HD, multi-play and our group‘s convergence strategy.”
The first operator in Thailand to offer both cable and satellite pay-TV services, TrueVisions offers a range of options for subscribers from basic tier to premium content, including exclusive rights to English Premier League content in Thailand, and three HD channels.
NDS senior VP, GM and MD Asia Pacific Sue Taylor said, “We are proud to be securing Thailand‘s number one pay-TV platform, TrueVisions, and look forward to helping them address their needs in this rapidly changing industry. With the reassurance that its platform remains protected, TrueVisions is now able to focus on providing subscribers with best in class experiences through world-leading functionality and services such as VOD and DVR technology from NDS.”
The suite of technologies selected by TrueVisions will provide value-added flexibility for subscribers; NDS XTV DVR technology will enable subscribers to control their TV viewing through functions such as pausing live TV and rewinding, fast forwarding and the playback of recorded content to view when they choose.
TrueVisions‘ dual tuner DVR will allow users to record one programme whilst watching another and will enable content to be recorded securely to an external hard drive. In addition, the NDS EPG Framework will provide TrueVisions with an end-to-end solution for managing the EPG, allowing updates and customisation without having to download software to the STB.
The NDS EPG Framework also enables the creation of new revenue streams from seasonal promotions, advertisements, and sponsorships within the EPG, all in HD.
NDS MediaHighway will allow TrueVisions to build and test in-house interactive applications and offer a multitude of new services as part of the hybrid TV experience. The TrueVisions solution will also incorporate NDS Dynamic Audience Measurement to provide accurate analysis of subscriber viewing.
Applications
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.
