{"id":258179,"date":"2026-04-23T00:11:24","date_gmt":"2026-04-22T15:11:24","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/04\/23\/how-kbs-secured-2026-world-cup-rights-for-just-140-billion-won-what-it-means-for-viewers\/"},"modified":"2026-04-23T00:11:24","modified_gmt":"2026-04-22T15:11:24","slug":"how-kbs-secured-2026-world-cup-rights-for-just-140-billion-won-what-it-means-for-viewers","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/media\/2026\/04\/23\/how-kbs-secured-2026-world-cup-rights-for-just-140-billion-won-what-it-means-for-viewers\/","title":{"rendered":"How KBS Secured 2026 World Cup Rights for Just 140 Billion Won: What It Means for Viewers"},"content":{"rendered":"<div>\n<figure class=\"photo-layout\" image photo_477765 float-center data-idxno=\"477765\" data-type=\"photo\"><img decoding=\"async\" alt=\"\u25b22026\" \ubd81\uc911\ubbf8 \uc6d4\ub4dc\ucef5\uc744 \uc55e\ub450\uace0 \uc720\ub7fd\uc5d0\uc11c a\ub9e4\uce58 2\uc5f0\uc804\uc744 \uce58\ub978 \ucd95\uad6c \uad6d\uac00\ub300\ud45c\ud300 \ud64d\uba85\ubcf4 \uac10\ub3c5\uc774 4\uc6d42\uc77c \uc778\ucc9c\uad6d\uc81c\uacf5\ud56d \uc81c2\uc5ec\uac1d\ud130\ubbf8\ub110\uc744 \ud1b5\ud574 \uadc0\uad6d\ud574 \ucde8\uc7ac\uc9c4 \uc9c8\ubb38\uc5d0 \ub2f5\ubcc0\ud558\uace0 \uc788\ub2e4. \u24d2\uc5f0\ud569\ub274\uc2a4 src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/04\/CP-2023-0179\/image-39665c51-6741-4c1e-93cc-bf04acfef8aa.jpeg\"><figcaption>\n   \u25b2Ahead of the 2026 World Cup in North America, national team coach Hong Myung-bo\u2014returning from two A-match friendlies in Europe\u2014answers reporters after arriving at Incheon International Airport\u2019s Terminal 2 on April 2. \u24d2Yonhap<br \/>\n  <\/figcaption><\/figure>\n<\/div>\n<p>For the first time, commercial cable channel JTBC and public broadcaster KBS have agreed to jointly air the World Cup this June. Until now, South Korea\u2019s three major terrestrial networks typically formed a Korea pool to buy and share Olympics and World Cup rights; this deal marks a significant shift in that practice.<\/p>\n<p>The agreement followed intensive, high-level negotiations. JTBC\u2019s president visited the headquarters of the three terrestrial broadcasters (KBS, MBC, SBS), and multiple talks involved the chair of the Broadcasting, Media and Communications Commission and the networks\u2019 chiefs. Ultimately, KBS purchased the rights for 14 billion KRW (approximately $10.5 million), ensuring nationwide access to the tournament and resolving the immediate viewing-rights dispute. Still unresolved is how JTBC will handle resale of Olympic and World Cup rights it holds through 2032.<\/p>\n<p>On the 20th, KBS and JTBC announced they had finalized negotiations for the 2026 FIFA World Cup broadcast rights. JTBC initially sought 25 billion KRW (approximately $18.8 million); KBS countered with 14 billion KRW and set that as its limit. MBC and SBS, which proposed lower offers or additional conditions, failed to reach agreements.<\/p>\n<div>\n<figure class=\"photo-layout\" image photo_477767 float-center data-idxno=\"477767\" data-type=\"photo\"><img decoding=\"async\" alt=\"\u25b2KBS\" \uc0ac\uc625. \uc0ac\uc9c4=\"\ub178\uc9c0\ubbfc\" \uae30\uc790 src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/04\/CP-2023-0179\/image-2dcda7a8-2ca3-4c62-ba4c-4c259b6fbdfa.jpeg\"><figcaption>\n   \u25b2KBS headquarters. Photo by No Ji-min<br \/>\n  <\/figcaption><\/figure>\n<\/div>\n<p>KBS framed the move as fulfilling its public-service obligations. The network said it expected a sizable deficit but accepted JTBC\u2019s final offer \u201cto meet our responsibilities as a public broadcaster.\u201d KBS noted that it operates two terrestrial channels and is funded by license fees\u2014factors that likely influenced its decision to shoulder the cost.<\/p>\n<p>For viewers, the agreement removes the blackout issue. Some 700,000 households that lacked access to the Milan\u2013Cortina Winter Olympics in February, because JTBC held exclusive rights and those households receive terrestrial signals directly, will now be able to watch the World Cup in June. That restores universal TV access. At a commission roundtable on the 20th, Han Seok-hyun of the YMCA citizen-broadcasting office criticized regulators for not doing more during the earlier dispute: \u201cThree percent of direct-receive households\u2014700,000 households\u2014couldn\u2019t watch the Olympics in February. The commission should have pushed harder on resale negotiations instead of leaving it to operators.\u201d<\/p>\n<div>\n<figure class=\"photo-layout\" image photo_477766 float-center data-idxno=\"477766\" data-type=\"photo\"><img decoding=\"async\" alt=\"\u25b2\ubc29\ubbf8\ud1b5\uc704\uac00\" 20\uc77c \uc11c\uc6b8 \uc911\uad6c \uba85\ub3d9 \ud3ec\uc2a4\ud2b8\ud0c0\uc6cc \ub300\ud68c\uc758\uc2e4\uc5d0\uc11c 2026\ub144 \ubd81\uc911\ubbf8 \uc6d4\ub4dc\ucef5 \uc911\uacc4\uad8c \uad00\ub828 \uacf5\uac1c \uc2dc\ubbfc\uac04\ub2f4\ud68c\ub97c \uac1c\ucd5c\ud588\ub2e4. \uc0ac\uc9c4=\"\ubc29\ubbf8\ud1b5\uc704\" src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/04\/CP-2023-0179\/image-3743e438-f970-4218-8c20-db9534d7ef9c.jpeg\"><figcaption>\n   \u25b2On the 20th, the Broadcasting, Media and Communications Commission held a public forum at the Post Tower conference room in Myeong-dong, Jung-gu, Seoul, to discuss 2026 World Cup broadcast rights. Photo by the Commission<br \/>\n  <\/figcaption><\/figure>\n<\/div>\n<p>JTBC still faces significant financial and negotiating hurdles. While it closed a deal with KBS, it has not reached terms with MBC and SBS. Even after expected resale fees to platforms like Naver and ad revenue are factored in, analysts estimate JTBC will likely incur losses on the order of several tens of billions of KRW (tens of millions of USD). JTBC\u2019s assumption that it could easily resell rights to terrestrial broadcasters proved misplaced, and that miscalculation could complicate resale talks for World Cups and Olympics through 2032.<\/p>\n<p>That said, JTBC managed to avoid the worst-case scenario. From March 4, JTBC President Jeon Jin-bae personally visited KBS, MBC and SBS to push for resale deals. When talks stalled, JTBC publicly confirmed on March 23 that it had purchased the rights for 190 billion KRW (about $142.5 million) and warned that resale negotiations needed to conclude by the end of March to ensure uninterrupted coverage.<\/p>\n<p>On March 30, Commission chair Kim Jong-chul convened a breakfast meeting with MBC President Ahn Hyung-joon, KBS President Park Jang-beom, SBS President Moon Beom-shin and JTBC President Jeon Jin-bae. Immediately after that meeting, the terrestrial broadcasters demanded JTBC take responsibility for triggering the rights dispute. Discussions appeared deadlocked, but three weeks later JTBC reached an agreement with KBS.<\/p>\n<p>The commission said the breakfast meeting produced a tangible outcome: its participants agreed to cooperate on forming and operating a \u201cKorea consortium\u201d that would include the three terrestrial broadcasters and JTBC to manage Olympic and World Cup rights JTBC holds through 2032.<\/p>\n<p>The commission also pledged to play an active role in future negotiations. A commission official overseeing broadcast infrastructure told MediaToday on the 21st that regulators would \u201csupport the voluntary formation of a Korea consortium that includes terrestrial broadcasters, pay-TV operators, OTTs and digital platforms,\u201d and back proposed legislative amendments\u2014seven bills related to universal viewing rights\u2014to ensure the public can reliably access major sporting events.<\/p>\n<p>Alongside the consortium initiative, lawmakers are considering a Broadcasting Act amendment proposed on March 6 by Kim Hyun, a Democratic Party member of the National Assembly\u2019s Science, ICT, Broadcasting and Communications Committee. If enacted, the bill would require KBS and MBC to secure broadcast rights for every Olympics and World Cup and compel them to purchase events for which JTBC holds rights\u2014effectively forcing both JTBC and public broadcasters to negotiate in order to protect universal viewing rights.<\/p>\n<p>The Korea Broadcasting Association, whose members include the three terrestrial networks, urged the government and the Assembly on the 10th to \u201cestablish a fair cost-sharing structure for Olympic and World Cup rights and consider government support measures to guarantee viewers\u2019 access.\u201d The group also called for expanding the Korea pool so more broadcasters can participate and for a priority negotiation framework centered on the three terrestrial stations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>JTBC and KBS will jointly broadcast the upcoming World Cup, marking a historic shift from previous arrangements among terrestrial broadcasters.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/thumbnail\/2026\/04\/CP-2023-0179\/thumb-8b3296f7-b723-431d-9964-35f03727ec8d.jpg","footnotes":""},"categories":[278103],"tags":[],"class_list":["post-258179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How KBS Secured 2026 World Cup Rights for Just 140 Billion Won: What It Means for Viewers<\/title>\n<meta name=\"description\" content=\"JTBC and KBS will jointly broadcast the upcoming World Cup, marking a historic shift from previous arrangements among terrestrial broadcasters.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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