Can a Variety Star Save South Korea’s 2026 World Cup Ratings?

[TV Daily reporter Hwang Seo-yeon] Broadcaster Jeon Hyun-moo will be on the air for KBS’s coverage of the 2026 FIFA North and Central American World Cup. Known for his work in variety TV, he’s making a deliberate shift into sports broadcasting — a move that could tip the ratings battle in KBS’s favor.

On the afternoon of June 2, KBS held a production press conference for \”KBS 2026 FIFA North and Central American World Cup\” at the KBS Art Hall in Yeongdeungpo-gu, Seoul. Jeon Hyun-moo attended alongside commentator Lee Young-pyo and anchor Nam Hyun-jong. Introducing himself, he said with a smile, \”I’m greeting you as a broadcaster for the first time — KBS’s new caster Jeon Hyun-moo,\” acknowledging the heavy responsibility while promising to take the role seriously.

Why would a personality best known for comedy take on the weight of World Cup coverage? Jeon described his decision as both accidental and inevitable. He said invitations to join World Cup broadcasts date back to 2014, but he didn’t feel ready and declined. This year felt different: it’s his 20th year at KBS, and he wanted to help revive a World Cup atmosphere that he feels has cooled. He added that he’s concerned younger viewers may not fully appreciate the emotion tied to players like Lee Young-pyo from his playing days, and said he wants to cheer on the players and staff — showing his affection for the sport and for the national team.

Preparing for the role, Jeon said he is intensifying his training as a new caster. He described a different kind of pressure than he feels on variety shows. \”I’m bravely ignorant,\” he admitted. Lacking deep soccer knowledge, he asks many basic questions — and he believes that perspective will help him connect with casual viewers who primarily tune in for the World Cup.

Jeon’s resolve is clear. He acknowledged public curiosity about the trio’s chemistry but said expectation often outweighs doubt. \”I’ll make up for any gaps with energy and momentum,\” he said. Above all, he stressed his priorities: awards mean little compared with the national team’s success. \”If I had to choose between doing well on broadcasts and the team doing well, I’d choose the team,\” he said. \”Even if I get crushed by criticism, I’d have no regrets if the players do well.\” When asked to choose between the national team reaching the quarterfinals and winning an entertainment award, he answered without hesitation: the quarterfinals — he’d give up the award to help the team succeed.

This is Jeon’s second sports broadcasting assignment. He handled weightlifting for the 2024 Paris Olympics, where his coverage peaked at an 18.5% rating, proving his ability to draw viewers. He noted clear differences between the two sports: weightlifting’s slower pace allowed for banter similar to variety shows, but soccer’s rapid tempo makes it easy to lose the flow. Soccer also has a sharp-eyed, passionate fanbase, so he says he’s studying much more than he did for weightlifting. He added that he’s been practicing on-site chemistry with commentator Lee Young-pyo, and anchor Nam Hyun-jong praised his steady daily progress.

KBS North and Central American World Cup Press Conference, Jeon Hyun-moo

At the event, reporters also asked about the KBS Entertainment Awards. As last year’s winner, Jeon was asked whether his Olympic coverage might earn him a second straight trophy. He laughed and admitted he wouldn’t rule that out, adding that the World Cup coverage is directly tied to that possibility. \”If I mess this up, nothing else will matter,\” he said, drawing laughter with his candidness.

A twist: Jeon will travel to the tournament with both KBS and JTBC. JTBC originally held the broadcast rights and planned a one-off variety segment of \”Tokpawon 25si\” to support the squad that would feature Jeon. But KBS unexpectedly secured rights less than two months before the tournament, complicating plans. Jeon explained that JTBC won’t handle the match broadcasts, but he’ll appear with both networks: \”I’ll be on JTBC for the first match and on KBS for the later games. It feels odd, but KBS said it’s fine, so I’ll participate with both. JTBC joins for the opening match only; after that, I’ll be with KBS,\” he said, hinting at an unprecedented arrangement.

Notably, only JTBC and KBS are broadcasting this North and Central American World Cup. With limited options, the event’s buzz and success could hinge on Jeon’s casting experiment. After finishing last in ratings for KBS’s 2022 Qatar World Cup coverage, the network is looking to use this as a springboard. Viewers are watching to see whether Jeon’s blunt questions and fresh perspective can add new entertainment value for casual fans — a storyline drawing nearly as much attention as the national team’s on-field results.

[TV Daily reporter Hwang Seo-yeon news@tvdaily.co.kr / Photo: Ahn Seong-hoo]