Taking Out the Comedy and Expanding Overseas... Broadcasting Industry's Competition in "League-Style Sports Entertainment"

"Yeolhyeol Basketball Team" Expands the Playing Field with a Philippine Expedition
Baseball, Volleyball, Basketball, Running... A Wave of New Variety Shows
Seasonal Programming, OTT, and Sponsor Packages Ensure Stable Revenue

Group photo of the 'Yeolhyeol Basketball Team'. Provided by SBS.

Competition among "league-style sports entertainment shows" is intensifying in the broadcasting industry, as basketball-themed variety shows expand overseas, going beyond baseball and volleyball. SBS's "Yeolhyeol Basketball Team" has broadened the scale of sports entertainment centered on specific sports by featuring an overseas expedition to the Philippines. The "Rising Eagles," led by Seo Janghoon and Jeon Taepoong, will undergo domestic training before playing actual games against local teams.

At the production presentation held in Mokdong, Seoul, on the 26th, Seo Janghoon stated, "If this program was just meant to be funny, I would not have started it," emphasizing, "It is not a celebrity basketball show, but a project aiming to capture achievement and authenticity." Producer Seo Hyunseok also explained, "We judged that the unique speed and narrative of basketball could be naturally expressed within the entertainment format."

The production team sought differentiation by putting the spotlight on the struggling basketball genre, bringing in legendary coaches and idol participants with global fan bases, and planning the expedition to the Philippines. Producer Seo said, "Basketball has consistently enjoyed popularity, but it has not been fully utilized in entertainment shows. By balancing athletic performance and narrative, we can attract a new fan base."

Recently, sports entertainment shows have been produced across terrestrial, general programming, cable, and online video services (OTT), establishing themselves as a core programming genre. Channel A's "Baseball Queen," MBN's "Spike War," MBC's "Rookie Director Kim Yeonkyung," and SBS's "Yeolhyeol Basketball Team" have all debuted in succession, while running and combat-based shows like "Must Run to Survive," "I Am Boxer," and "Extreme 84" continue to be released. A variety of sports, including baseball, volleyball, basketball, and running, are filling non-drama time slots, forming a clear trend of "sport-based league-style narratives."

The "first wave of sports entertainment" that spread after 2021 also contributed to this trend. SBS's "Kick a Goal" popularized women's futsal, while JTBC's "The Strongest Baseball" structured independent league games into seasons, building a solid fandom through sold-out live games and merchandise sales. Netflix's "Physical:100" also proved the scalability of the Korean-style physical survival format by ranking number one globally. Based on these successful experiences, broadcasters are quickly launching new programs with different sports.

Still from "Run to Live 2." Provided by MBN

Sports entertainment is regarded as a genre with stable programming and revenue structures. Sports performance-based narratives are well-suited for seasonal programming, and the genre is rich in narrative devices such as training processes and ranking changes. Simultaneous OTT releases and sponsor packaging are also advantageous, leading naturally to uniform, equipment, and facility sponsorships, as well as secondary revenue streams like ticket sales linked to stadiums and merchandise production.

Market changes have also influenced production. Baseball and volleyball have recently seen an increase in female and Millennials & Gen Z spectators, expanding the fan base. The rising popularity of the KBO and V-League has transitioned into entertainment, aligning with broadcasters' content strategies. Sports organizations and clubs are actively using entertainment shows as marketing channels, supporting filming, dispatching coaches, and cooperating with stadiums.

The directing approach is also changing. Recent sports entertainment shows focus more on game strategy, training processes, and growth narratives than on humor. "Kick a Goal" highlights the teamwork of amateur female players, "The Strongest Baseball" features the comeback challenges of retired athletes, and "Physical:100" expands the genre landscape by focusing on physical ability and competitive structures.

However, concerns have arisen as competition has overheated. Repetition of similar formats has increased viewer fatigue, and some programs have failed to sustain their initial buzz. Ongoing safety issues, such as the risk of injury for non-athlete participants, have also been raised. In particular, women's sports entertainment shows continue to face debate over balancing performance-centered narratives and character-driven consumption. There are also concerns that the direction of planning may become unstable when sports promotion and entertainment value conflict.

An official from a terrestrial broadcaster commented, "Sports entertainment is the fastest-growing market, but it faces the dual challenges of nurturing leagues and addressing ethical issues. The key will be whether an organic win-win structure with the sports industry can be established and whether expansion into the global market is possible." The official added, "The new programs to be released at the end of the year will be a crucial turning point for the 'second wave' of Korean-style sports entertainment."

This content was produced with the assistance of AI translation services.