Broadcasting Association Urges Government Action to Resolve Exclusive Sports Broadcasting Rights Issue

Terrestrial Broadcasters Say “JTBC’s High Bid Has Disrupted the Order of Broadcasting Rights”

Korea Broadcasting Association Monument. Courtesy of Korea Broadcasting Association

The Korea Broadcasting Association, whose members include terrestrial broadcasters such as KBS, MBC, and SBS, has requested government policy support to address the issue of exclusive rights to international sports broadcasts.

On March 10, the Korea Broadcasting Association issued a statement urging the government to review measures to provide support, including the establishment of a reasonable burden-sharing structure for Olympic and World Cup broadcasting rights fees and ensuring public viewing rights. The association argued that fundamental discussions are needed regarding broadcasting rights fees, such as the expansion of the “Korea Pool” and prioritizing negotiation structures centered around the three terrestrial broadcasters.

According to the association, the established order was disrupted in 2019 when JTBC declined the three terrestrial broadcasters’ invitation to participate in the Korea Pool and instead secured the broadcasting rights through a high-value solo bid. JTBC acquired the exclusive rights to broadcast both the Summer and Winter Olympics from 2026 to 2032 and the World Cup from 2025 to 2030, and this year’s Winter Olympics broadcast was exclusively aired by JTBC.

The association explained that the three terrestrial broadcasters are facing a management crisis due to nearly two decades of declining advertising revenue and soaring production costs. The association expressed concern that “if the broadcasters accept the resale price being asked for the rights to the 2026 North and Central America World Cup, which will be held in June, each broadcaster will incur hundreds of billions of won in net losses,” and warned that this would also negatively impact the production of public content.

However, the association also made it clear that it is willing to negotiate with JTBC if reasonable conditions are established. Additionally, it demanded an apology from JTBC and called for responsible solutions.

The association also proposed policy intervention to guarantee universal viewing rights. Expressing agreement with the intent of recently proposed amendments to the Broadcasting Act, which would require real-time broadcasts by public broadcasters, the association urged the government and the National Assembly to come up with practical measures.

The Korea Broadcasting Association was established in 1974, and the current president is Moon Shinbang, CEO of SBS. The association has 39 member companies, including the three terrestrial broadcasters.

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