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Zee launches India’s first OTT service
MUMBAI: Indian broadcasters are beginning to join the over-the-top (OTT) TV race. While the U.S. is the most developed market where the battle is being fiercely fought, India is beginning to start the game.
Zee‘s digital arm, Zee New Media, today launched the country‘s first and only OTT (over-the-top) TV distribution platform, Ditto TV, with an aim to offer TV channels and On-Demand video content to consumers on their mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs.
Along with this India launch, Ditto TV will also be available in UK, UAE, New Zealand and Australia, with US soon to follow by the first quarter of next fiscal.
Currently hosting 21 channels, Ditto TV has already partnered for content with Multi Screen Media (Sony Entertainment Television), TV Today Network, BBC, and Zee. It expects to offer 50 channels shortly and is in talks with other broadcasters including Star India to get in their channels.
Ditto TV is targeting one million global subscribers in its first year.
Zee Entertainment Enterprises Limited (Zee) managing director and CEO Punit Goenka said, “The OTT category presents a powerhouse of potential and adds a new dimension to Zee’s business model. As a pioneer in the entertainment and content business, we have been systemically investing in our digital outreach; Ditto TV was created to bring cutting-edge wireless broadband digital services to customers across the world. Over the years, we have launched many industry-firsts, but this is a launch that I am especially excited about; I believe that Ditto TV will transform the way content is consumed, and monetised and we are thrilled to be at the helm of this revolution.”
Ditto TV allows for complete customisation, both in cost as well as choice of content- users are given the option to handpick a basket of channels as per their own personal preferences. Different price points offer control of channel selection, with prices starting as low as Rs 49 (three channels) to platinum pack at Rs 2499 (all the channels) for one year.
Zee business head – New Media Vishal Malhotra added, “Ditto TV offers extreme versatility- both, in terms of content as well as device and bandwidth compatibility. With the increasing number of smart phone users, Ditto TV will allow subscribers to access premium content from across the world, at the simple click of a button. For partners, it will create unique revenue generation opportunities– namely, for content owners, distributors, retail, OEMs, and service providers.”
It offers features such as adaptive streaming, an elaborative electronic programme guide, a content recommendation engine and an elegant user interface, all of which will be integral to enhance the user experience.
Ditto TV has partnered with Siemens Communication and Media Technology to develop a strong technology platform that will offer adaptive streaming.
As an application, Ditto TV is available on application stores viz. Apple App Store, Android Market, and BlackBerry Application World. Ditto TV‘s prepaid cards will be retailed at high footfall outlets like Croma and Vijay Sales with whom Ditto TV has entered a distribution alliance. For Windows and MAC PCs, the same can be downloaded from company’s website.
Ditto TV will run on the similar business model as of DTH.
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.
