알파경제 - JTBC–Terrestrial Broadcasters Talks on 2026 World Cup Rights Stall Despite Mediation Efforts

Photo courtesy of Yonhap News

[Alpha Biz= Kim Minyoung] Negotiations between JTBC and South Korea’s three major terrestrial broadcasters over the broadcasting rights for the 2026 FIFA World Cup have reached a stalemate, with no meaningful progress achieved despite mediation efforts.

According to industry sources on March 30, Kim Jong-cheol, head of the Broadcasting, Media and Telecommunications Committee, convened a meeting in Seoul with executives from JTBC, KBS, MBC, and SBS to facilitate discussions on the rights agreement.

Previously, JTBC presented what it described as a “final offer,” proposing that it would cover 50% of the broadcasting rights fee, while each of the three terrestrial broadcasters would bear approximately 16.7% of the cost.

JTBC emphasized that March represents the final window for reaching an agreement, given the nature of World Cup broadcasting rights. Under its proposal, JoongAng Group—JTBC’s parent company—would absorb half of the rights fee (excluding digital resale revenue), with the remainder split among the terrestrial broadcasters. The company noted that the proposal reflects a willingness to absorb significant losses in consideration of ensuring universal access to the event.

The renewed push for negotiations follows criticism over the previous breakdown in talks for the Milan Winter Olympics, which resulted in only pay-TV households being able to watch the event—raising concerns over the infringement of “universal viewing rights.”

Kim’s direct involvement in mediating the talks underscores the broader public interest considerations surrounding access to major global sporting events.

알파경제 Kim Minyoung Reporter(kimmy@alphabiz.co.kr)