Applications
Zee TV launches WAP site and mobile app for DID
MUMBAI: Zee TV has launched the first of its kind WAP site and mobile application for its dance reality show, Dance India Dance Season 3.
The channel has partnered with Mobilox Innovations to develop a WAP and app technology which will give all mobile phone addicts the opportunity to reach out to their favourite DID contestants in real time.
The WAP site will have features like appreciating your favourite participant while you watch them dance on television; chat with your favourite DID contestants and suggest dance steps to them; interact with the judges of DID – Masters Remo, Geeta and Terence; and vote for your favourite participants (with in-built Missed call function), among others.
The App will have fun features like clicking your friend’s photo and turning the photo into an animated character. It will dance to a tune and this video can be shared on Facebook and Twitter. One will also be able to view all the Twitter messages and posts of all participants and judges on one page.
The WAP is developed on HTML5. With most mobile phones having no access to Flash, HTML5 can deliver videos and other multimedia content to any kind of mobile phones and feature phones. HTML5 will enable users a better, faster, richer Web experience on their phones.
Zee Entertainment Enterprises Ltd marketing head, national channels Akash Chawla said, “Dance India Dance is a brand that is a favourite with viewers of all ages, especially the youth. Through Dance India Dance, Zee TV as a channel got an unparalleled opportunity to connect with the youth of today. Technology engages us in ways that are addictive. Television consumption patterns are changing for good. Viewers are leading the charge toward on-demand entertainment, viewable on the device of their choosing. This power shift is pervasive and they are not just passive viewers anymore, they’re also generators of content, co-creators of products, and – with social media and their smartphones– a media channel in their own right. With anytime, anyplace consumption, it is imperative for a content producer like us to adapt to their methods for making an impression and engaging with audiences. And to remain viable, we must do our part to facilitate this process…DID’s WAP/APP is just the start of this revolution!”
This mobile innovation is aimed at engaging with viewers which in turn will be an effective feedback mechanism to track their responses. The App has been designed keeping in mind the youth of the nation who are very active in the social media sphere.
Mobilox Innovations MD and CEO Abhijit Saxena added, “The explosive growth of mobile phones especially smartphones in India has opened up multi model opportunities for viewers to interact with content from the channel. Channels now have a huge opportunity to deliver a concept or a show in multiple flavours on mobile, thus making a TV show come out of the screen and resonate strongly in the minds of the viewers. By marrying television and mobile (2 widely viewed screens), viewers can now interact with a particular show beyond its airing time to a 24 hour format.”
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.
