KBS to Co-Broadcast North, Central American World Cup Alongside JTBC; MBC, SBS Undecided

South Korean football fans will have more options to follow the upcoming 2026 North, Central American and Caribbean World Cup, as public broadcaster KBS has officially agreed to co-broadcast the event with JTBC. This deal ensures that the tournament, kicking off in June, will be accessible not only on the general programming channel JTBC but also on the terrestrial network KBS.

The agreement comes after a protracted negotiation period. KBS stated that it accepted JTBC's final proposal to fulfill its role as a public service broadcaster, even though significant financial losses are expected. The broadcaster emphasized that this outcome was a result of persistent efforts to realize the value of the license fee paid by viewers. The reported figure for the resale of broadcasting rights was around 14 billion won, a sum JTBC ultimately proposed to the terrestrial broadcasters.

However, the participation of other terrestrial broadcasters, MBC and SBS, remains uncertain. JTBC has extended the same offer to them, but as of now, no decision has been made. MBC and SBS had previously proposed a lower figure and requested JTBC to disclose the amount it received from Naver for the online streaming rights. While MBC is reportedly discussing the offer, concerns about the worsening advertising market and the lack of transparency regarding the Naver deal persist. SBS is also internally deliberating. JTBC has set a deadline of the 21st for their response, and industry observers anticipate that MBC and SBS may find it difficult to accept JTBC's terms.

This situation highlights the complex financial considerations and competitive dynamics within South Korea's broadcasting landscape, even when it comes to major international sporting events. The public's desire for access to the World Cup clashes with the broadcasters' need to manage costs and secure profitable deals, leading to intricate negotiations.