Satellite-based mobile TV service went into commercial operation in South Korea Sunday for the first time in the world, said its operator, TU Media Corp.

The satellite digital multimedia broadcasting (DMB) transmitted the first mobile TV services to cell phones at 10:00 in the morning, the unit of SK Telecom said. SK Telecom is the country's largest mobile phone operator.

The DMB service is expected to allow customers to view real-time digital television programs on handheld devices such as mobile phones.

As of Saturday, there were about 28,000 mobile phones and palm-size monitors in cars nationwide which could receive the service.

TU Media plans to provide seven video and 20 audio channels for the time being, and later expand the total number of channels to more than 40 when it can relay terrestrial TV programs.

The new service requires consumers to buy handsets equipped with the antenna and chips needed to receive the satellite signals.

TU Media will provide the satellite DMB service for free in May before beginning a monthly fee of 13,000 won (13 US dollars) along with initial membership fee of 20,000 won.

Terrestrial broadcasters plan to launch similar TV services for mobile phone users through land-based stations from June.

Satellite-based digital TV on mobile phones is one of the far-reaching plans SK Telecom is experimenting with to find a new growth engine.

Faced with market saturation in South Korea, Asia's third-largest wireless market, SK Telecom is struggling with slow growth in sales and profits.

SK Telecom has 19 million subscribers, accounting for more than half of South Korea's 37 million mobile phone customers.