A new broadcasting station has been set up here to air its original programs exclusively for smartphone users, the channel, Sonbadak TV, said Tuesday.

Sonbadak TV, named after the Korean word for “palm,” is the world’s first channel to pump out programming on a regular basis only for mobile TV viewers, it claimed.

The channel plans to air live programs for four hours a day from Friday, with well-known TV celebrities such as MBC anchorman Choi Il-koo and comedian Park Myung-soo joining as show hosts.

Viewers also can participate in the real-time programs by using their smartphones or tablet PCs. For instance, they can deliver spot news by making a video call.

Viewing the programs is available both on third- and fourth-generation wireless networks but a video call can be made only by 4G phone users.

The channel has launched a mobile app for viewing that runs on the Android operating system, while the iOS-based app will come out soon, after it gets approval from Apple.

The channel has also teamed up with other existing video-sharing channels such as YouTube, TV Pot of Daum and Pandora TV for viewers to watch the programs online.

“Sonbadak TV started from the idea to create an interactive content market for smart devices whose number exceeded 25 million here,” said CEO Hwang Hee-man, who is also the chairman of MBC C&I.

“We are starting the service with some financial losses. We are seeking ways to generate income when our service gains enough good reactions from viewers.”

By Lee Ji-yoon (jylee@heraldcorp.com)