Yep, another one with an eye on 3G: Alva Brothers Entertainment, the media holdings company that owns Matchbox Films, production house Miditech, broadcast company Real Global Broadcasting, has launched a digital division to develop properties for the web, interactive and mobile segments, across lifestyle, education and infotainment categories, for the group as well as for syndication. It will focus on its upcoming food channel FOOD First, to build interactivity. Shruti Gupta, former head of content for NDTV’s Mobile Value Added Services has been Business Head (Digital) at Alva Brothers Entertainment; in a statement, Gupta said that ABE is looking to do specialized content for mobile and computers screens, and more than just repurposed content (ED: which has been the norm, largely because it’s cheaper than doing made for mobile content), and eying localized content in local languages.

So, what should we expect: Cooking tips and tricks? The monetization will be interesting, given the fact that mobile operators take a large revenue share and 3G is till at a nascent stage.

Of late, media houses who launched digital divisions haven’t been able to repeat their success in the new media segment. Balaji Telefilms has decided to sell its mobile(VAS) and internet division including its talent hunt cum social networking portal Hoonur.com. UTV also has plans to exit Indiagames. Web18 has dropped IPO plans, and HT Media has merges its job portal for tax benefits. Do read Indiagames Founder, Vishal Gondal’s take on the failure of media companies to come up with successful web ventures.