Applications
Weather Channel teams up with Twitter
MUMBAI: US broadcaster The Weather Channel Companies (TWCC) andTwitter have announced the launch of The Weather Channel Social, an integration of local, weather-related Tweets across TWCC’s television, Web and mobile platforms.
Consumers will be able to see real-time Tweets about local weather displayed alongside forecasts on weather.com, through The Weather Channel on mobile, and on television.
The integration was made possible by Wiredset’s Trendrr social curation and conversation analysis technology.
As part of The Weather Channel Social launch, TWCC has also created 220 custom local Twitter feeds for cities with populations of 100,000 and above. These handles provide consumers localised forecasts every three hours. Consumers can access feeds for their location by clicking the “Follow the Forecast” link from local forecast pages on weather.com or can enter their city/ state or ZIP code from www.weather.com/social.
Weather is already one of the most popular topics on Twitter.
– On an average day, U.S. users send approximately 200 weather-related Tweets per minute – On an active weather day, U.S. users send between 300 to 500 weather-related Tweets per minute – Significant weather events can generate more than two million Tweets per day.
Twitter director of content and programming Chloe Sladden said, “Twitter gives voice and context to the topics people are most interested in, and everyone is interested in the weather. We’re excited to make Tweets an integral part of weather reports on television, online and mobile. By surfacing these conversations and providing human context around factual weather information, The Weather Channel Social brings weather alive.”
The Weather Channel worked with sponsor Citi and its digital agency Razorfish to create an innovative social integration to encourage consumer conversation about local and national weather and relevant events. Citi will feature messaging in high-profile, high-impact placements across TWC properties – on television, online, on mobile and throughout TWC Social pages. TWC network will include on-air mentions and “Tweets of the day” around Social content.
The Weather Channel Social will be an integrated part of all TWCC platforms – on weather.com the Social module appears directly below the current weather conditions on every local forecast page. This module will display several real-time, curated Tweets matched for relevance to weather in that particular location.
In addition, each city has a dedicated local Social page which displays a complete feed of real-time, weather-related Tweets, an aggregation of ther TWC social and user-generated content, and the ability to Tweet their weather comments directly into the conversation.
TWCC executive VP of digital products Cameron Clayton said, “Weather is the ultimate social content; it’s guaranteed to spark conversation among family, friends and complete strangers. Adding Social to all of our platforms makes our storytelling more complete, enabling us to partner our expertise and forecasting with real-time local input about
the weather from our consumers in a way that is relevant and personal.”
On TWCC’s iPhone app, real-time Tweets will be featured on every local forecast page. A local Social page with a complete feed of real-time Tweets and the ability to directly participate in the conversation will also be available.
Social will also be integrated into the content on The Weather Channel network during dedicated segments during live programming. On air this will enable TWCC to bring users into the story by showing real-time messages before, during and after weather events as well as following and reporting on the leading weather trends from Twitter. Throughout
TWCC coverage, it will highlight how people enjoy a perfect – or less than ideal – weather day and will celebrate the network’s most influential viewers. During severe weather, Social will be a tool that will enable TWCC to tell a complete story of how a weather event is making its impact locally.
The Weather Channel Social analyses social conversations powered by technology from Wiredset, a real-time digital marketing agency, using a proprietary platform that creates sophisticated classification algorithms to identify and analyse social conversations in real time.
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.
