“The-K,” a hallyu channel with Korean dramas, movies, games and shopping will start broadcasting in China from March 28, said media content firm Apollo P&C on Tuesday.

The channel -- to be accessible on smart TVs and smartphones -- was jointly produced by Apollo P&C and Chinese companies. The involved parties plan to hold a presentation on its establishment and smart media cultural content for Korea and China in Beijing on March 25.

Apollo P&C is a new content company created in September 2013, but has worked with Chinese companies for the last four years to supply Hallyu media content, the company stated.

An Apollo P&C staff said they are also working to make “The-K” app workable on Xiaomi smartphones, and added that they will first begin services for smart TVs and eventually expand their presence to smartphones.

Apollo P&C CEO Baek Jong-hwa said, “‘The-K’ is a meaningful business venture as it is a new business model to send Korean cultural content to China.” (sangyj@heraldcorp.com)