MUMBAI: Alva Brothers Entertainment (ABE) has announced its foray into the new media domain with the launch of a digital division.

The division will develop digital properties for the group, as well as syndicate premium content to key partners, in areas like web, interactive and mobile services. Its portfolio includes content across categories like lifestyle, education, and infotainment, for urban and rural audiences.
  
The company has also appointed Shruti Gupta as business head-digital to spearhead the division. Gupta comes with over 10 years of experience in media houses, with the most recent being at NDTV Convergence where she was heading the content vertical for mobile value added services.

Alva Brothers Entertainment CEO Nikhil Alva said, "The division between the traditional and digital mediums is rapidly diminishing. We want our audience to be able to access our content across devices, as best suited to their needs and preferences. We firmly believe in the triple-screen play, and are fully geared up to create quality offerings across mediums. With the ever-increasing number of mobile and internet users, we are very positive about the opportunities that the market possesses. We are also bullish on the prospects that 3G has opened up, especially for producers of premium video content."
 
Gupta said, "We are creating specialised video content that offers a rich viewing experience on mobile and computer screens. We believe that with the boom in high-end devices, better bandwidths, and competitive tariff situations, the digital consumer is looking for more than repurposed television content. Our focus is on products that are relevant, informative and entertaining. We will extend these products to local languages and localised content, to add a wider appeal."