제 29 호 When Exclusivity Limits Access: Rethinking Viewing Rights for the South Korea 2026 Winter Olympics
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When Exclusivity Limits Access: Rethinking Viewing Rights for the South Korea 2026 Winter Olympics
by Sumin Lee , Editor
The 2026 Milan Winter Olympics, a global winter festival that energized the season, was held from February 6 to February 22, 2026. How much do you know about this year’s Winter Games? In Korea, the event became a major topic of public debate, particularly surrounding JTBC’s exclusive broadcasting rights, drawing significant attention from the public. Alongside this issue, the concept of “universal viewing rights,” which had previously received little attention, emerged at the center of discussion. This sparked broader public understanding of media access as a fundamental right. Through this article, we aim to take a closer look at the details of these controversies, explore the meaning of universal viewing rights, and consider how we, as citizens of Korea and as the next generation of leaders, should view this debate and what possible solutions may exist.
The “Invisible” Olympics:How Exclusive Rights Damped Korea's Winter Games Fever
JTBC's Exclusive Olympic Broadcast
As In the past, the Olympics were a representative sporting event in South Korea that commanded nationwide attention. During the Games, it was natural for entire families to gather in front of the television, and athletes' results and medal news were major daily headlines. In particular, the performances of star athletes like Yuna Kim and Sang-hwa Lee drew immense public support, turning the Olympics into a national festival. However, recent Winter Olympics have been evaluated as having relatively low public interest compared to previous games, despite the strong performances of Korean athletes. Some have even dubbed the recent event the "Indifferent Olympics." This phenomenon is attributed not only to the athletes' results but also to changes in broadcasting methods and the controversy surrounding Universal Viewing Rights.
Specifically, in this recent event, JTBC secured the broadcasting rights and signed an exclusive contract with Naver for online streaming, bringing the issue of accessibility to the forefront. While terrestrial broadcasters like KBS, MBC, and SBS previously co-broadcasted the Olympics—making various sports easily accessible—the recent shift toward specific broadcasters and platforms has led to criticism that some viewers find it difficult to watch the games.
Arising the concept of Universal Viewing Rights
Alongside this, the discussion on Universal Viewing Rights has regained traction. This concept refers to the right of all citizens to view high-interest sporting events or national ceremonies without additional costs or restrictions. In other words, because the concentration of broadcasts on specific stations or paid platforms can limit viewing opportunities, the principle suggests that major national sporting events should be accessible to as many people as possible. Reflecting this principle, international sports competitions like the Olympics and the FIFA World Cup have long been recognized in Korea as events of high public interest, leading to consistent calls for guaranteed viewing rights. However, as the price of sports broadcasting rights has surged and competition between broadcasters and platforms has intensified, instances of a single broadcaster securing exclusive rights have increased. While this may be understandable from a business strategy perspective, it sparks controversy by potentially restricting access to national events.
The changing media landscape is also analyzed as a cause for the decline in Olympic interest. In the past, there was a strong culture of watching sports centered on television. Currently, however, as the consumption of highlights via online platforms and social media increases, there is a trend toward consuming only specific scenes rather than entire Olympic matches. Furthermore, the absence of iconic star athletes like Yuna Kim or Sang-hwa Lee, who drew massive attention in past games, is cited as a factor. Ultimately, this controversy goes beyond simple viewership ratings; it is a result of the intersection between the public nature of sports broadcasting and shifts in the media environment. Experts believe the balance between competition for broadcasting rights and the guarantee of universal viewing rights will remain a significant social agenda.
Solutions and Future Outlook
To resolve these issues, experts suggest several alternatives. First and foremost is the strengthening of the Universal Viewing Rights system. There is an opinion that institutional standards should be clarified to provide a certain number of matches for free or through universally accessible platforms for events like the Olympics or the World Cup. This approach considers that sports broadcasting possesses a public character beyond mere content. Additionally, expanding the co-broadcasting structure among networks—as seen in the past—is proposed. When terrestrial broadcasters shared the rights, a wider variety of sports could be introduced. This not only increases accessibility but also helps mitigate the concentration of interest on only specific events or athletes. Meanwhile, considering the rapidly changing media environment, building a cooperation model between traditional broadcasting and online platforms is deemed crucial. In this model, traditional media covers main events, while platforms provide diverse digital content such as highlight reels, data analysis, and multi-view services. This structure aligns with the consumption habits of modern viewers who engage with sports in various ways.
Deadlock over World Cup Rights:Why It's Time for the Ministy to Mediate
Furthermore, the controversy surrounding universal viewing rights is expected to persist in upcoming international sporting events. Concerns are mounting particularly over the broadcasting rights for the 2026 FIFA World Cup, scheduled for June, as domestic negotiations hit a major snag. Currently, JTBC, which holds the exclusive rights, is in talks to resell them to major terrestrial broadcasters—KBS, MBC, and SBS. However, the negotiations are likely to drag on, as the two sides remain far apart on the proposed price. Political circles are also weighing in on the issue. Some lawmakers have pointed out that the Ministry of Culture, Sports and Tourism (MCST) needs to play a more proactive role in the mediation process. Representative member of parliament Cho Eun-hee emphasized, "The Ministry is fully aware that it possesses the legal procedures and means to mediate broadcasting rights, yet it is failing to exercise them." Cho further added, "This is a neglect of the Ministry's responsibility to manage and supervise the public’s right to watch, and urgent measures are required."
As such, the World Cup broadcasting rights issue is being viewed as more than a simple contract between networks; it is directly linked to the public's right to access sports. Experts believe that since international events like the Olympics and the FIFA World Cup garner immense national interest, balanced discussions among the government, broadcasters, and platforms are essential in future negotiations.
In this discussion, the perspective of the younger generation, including university students, is also important. On one hand, they may support the value of public interest, believing that international sporting events should be easily accessible to everyone as a national festival. On the other hand, some argue the need to understand the industrial logic of broadcasters and platforms, given the massive costs required to secure broadcasting rights. Ultimately, the key is the balance between these two values. Respecting the public significance of global sporting events while establishing a sustainable broadcasting structure within a changing media landscape remains a future task. This debate reaffirms that sports broadcasting is a vital domain where social publicity and industrial structures intersect.
SOURCES:
https://www.chosun.com/culture-life/broadcast
media/2026/03/04/XTOKJS3T6FFYHETCRJPVTU7HZM/
https://zdnet.co.kr/view/?no=20260220134225