Applications
What’s-On-India launches EPG for social TV recommendations
MUMBAI: What’s-On-India (WOI), a TV search and EPG (electronic program guide) company ,has announced the launch of a new product – Social EPG.
WOI has integrated Facebook login on its website and is in the process of extending Facebook logins into its entire mobile and tablet apps as well. The central idea of this is: TV viewers could use Facebook to share each other’s viewing preferences to discover TV shows as well as converse about them.
WOI Social EPGs will help viewers discover shows, films, matches and documentaries that their social networks and peers are talking about as well as share common interest programmes to converse about those shows.
What’s-On-India CEO Atul Phadnis said, “Social TV recommendations are considered powerful due to their viral nature and their ability to create tremendous positive or negative word-of-mouth especially for new shows and programs. Our social network has different clusters of friends representing different interest groups like tennis buddies, college friends, school friends etc. Each of these interest groups could collectively or individually spark off discovery of common interest TV shows relevant to those specific friend clusters.”
This power to social TV recommendations is due to the fact that they originate from a ‘trusted’ source based on their relationship to the person who made the recommendation. This integration between What’s-On-India’s TV search platforms and Facebook will now help the viewers find, share, and engage around TV content.
The next move from the company is to provide these features on the What’s-On-India applications (iPhone, iPad, Android, Windows, Symbian and Blackberry) and also integrate the same with other social networking platforms such as Twitter and Google+. All of these features will be powered using What’s-On-India’s proprietary EPG-On-Cloud platform and can be embedded inside third party apps as well.
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.
