Broadcasters Push for Policy Reform on Exclusive Sports Rights

The Korea Broadcasting Association, representing major terrestrial broadcasters such as Korean Broadcasting System, Munhwa Broadcasting Corporation, and Seoul Broadcasting System, has called for stronger government policy support to address the growing challenge of exclusive rights to international sports broadcasting.

In a statement issued on 10 March, the association urged the government to review mechanisms that would enable a more sustainable and equitable approach to acquiring major sports rights. This includes establishing a reasonable burden-sharing structure for high-cost events such as the Olympic Games and the FIFA World Cup, while safeguarding universal public access. The association further emphasised the need to revisit negotiation frameworks, including expanding the "Korea Pool" system and reinforcing collective bargaining structures led by terrestrial broadcasters.

The current imbalance, the association noted, stems from a disruption in the traditional rights acquisition model in 2019, when JTBCopted out of the Korea Pool and secured exclusive rights through a high-value independent bid. As a result, JTBC now holds exclusive broadcasting rights to both the Summer and Winter Olympics from 2026 to 2032, as well as the FIFA World Cup from 2025 to 2030, with recent major events aired solely on its platform.

This shift has intensified financial pressures on free-to-air broadcasters, who are already navigating nearly two decades of declining advertising revenues alongside rising production costs. The association warned that accepting current resale pricing for upcoming events, including the 2026 FIFA World Cup in North and Central America, could result in significant financial losses for each broadcaster, ultimately impacting their ability to produce public service content.

While expressing concern, the association maintained openness to negotiations with JTBC, provided that fair and reasonable conditions are established. It also called for greater accountability and constructive solutions to ensure a balanced broadcasting ecosystem.

Beyond the Korean context, this issue reflects a broader regional and global challenge. The Asia-Pacific Broadcasting Union, which represents broadcasters across the Asia-Pacific, has long played a role in supporting its members in securing access to major sports rights through cooperation and collective negotiation frameworks. However, even at a union level, the escalating costs of premium sports content and the rise of exclusive, high-value bids continue to pose significant challenges.

For many ABU members, particularly public service broadcasters, balancing commercial realities with the responsibility to ensure universal access to major sporting events remains increasingly complex. The situation underscores the urgent need for collaborative models, regulatory support, and innovative rights-sharing mechanisms to preserve both industry sustainability and public interest.

In response to these evolving dynamics, the Korea Broadcasting Association has also called for policy intervention to guarantee universal viewing rights. Supporting the intent of proposed amendments to the Broadcasting Act, which would mandate real-time broadcasts by public broadcasters, the association urged the government and the National Assembly to implement practical and enforceable measures.

As competition for premium sports rights intensifies globally, the call from Korea highlights a critical inflection point for broadcasters - one that demands not only national policy alignment but also regional cooperation to ensure that access to globally significant sporting events remains inclusive and sustainable.