JTBC Faces Hurdles in Reselling 2026 World Cup Broadcasting Rights
Negotiations between JTBC and South Korean terrestrial broadcasters regarding the resale of broadcasting rights for the 2026 FIFA World Cup are facing significant obstacles, stemming from disagreements over pricing and concerns about JTBC’s initial acquisition strategy. The situation arises after similar issues occurred with the Milan-Cortina d’Ampezzo Winter Olympics broadcast.
Background: JTBC’s Rights Acquisition and Initial Challenges
JTBC secured broadcasting rights for all Olympic Games and FIFA World Cups from 2026 to 2032. Though, the broadcast of the recent Milan-Cortina d’Ampezzo Winter Olympics was met with criticism due to low viewership and disruptions in service. The limited broadcast channels – JTBC and Naver – meant viewers were unable to consistently watch major events, including key moments in the first Korean gold medal win in skiing and snowboarding history, when the broadcast switched to short track racing before the final period.
Current Negotiations and Sticking Points
In an attempt to mitigate financial risks, JTBC has been approaching terrestrial broadcasters – KBS and MBC – to resell the broadcasting rights for the 2026 North and Central America World Cup. A scheduled negotiation with KBS on March 6th was postponed, and previous discussions with MBC on March 4th yielded no progress. The core issue is a substantial difference between the price JTBC is seeking for the resale and the amount terrestrial broadcasters are willing to pay.
Criticism from Broadcasting Unions
Broadcasting unions have voiced strong criticism of JTBC’s actions. The KBS union released a statement accusing JTBC of attempting to “create up for poor management judgment with public resources and viewers’ subscription fees,” characterizing the negotiation as an attempt to offload the costs of an expensive rights acquisition. DongA.com reports the union further claimed JTBC “gambled with its fortunes, and is now struggling with that gambling debt.”
The MBC labor union echoed these sentiments, stating they “cannot be JTBC’s sidekicks” and placing the responsibility for the situation squarely on JTBC for dismantling the previous “Korea Pool” joint negotiation system.
Concerns Over Broadcast Quality and Access
The unions have also raised concerns about potential limitations in broadcast quality and access for viewers if the rights are resold under unfavorable terms. The experience with the Winter Olympics, where viewers missed crucial moments due to limited channel availability, has fueled these concerns.
Reporter Lee Ji-yoon and Cho Jong-yeop of DongA.com contributed to this report.