"Advertisement? Internal goals met.. Korea Pool consensus" World Cup broadcast rights struggle JTBC speaks out [Comprehensive]

*This content was translated by AI.

JTBC, which drew attention over the World Cup broadcast rights issue, has taken the lead ahead of the 2026 North American World Cup and launched a direct campaign to boost enthusiasm.

JTBC held a press conference for the JTBC <2026 FIFA North America World Cup> at the Grand Ballroom on the 2nd floor of the Ambassador Seoul Fullman Hotel at 10 a.m. on the 21st. Attendees included Kwak Jun-seok, head of JTBC's broadcasting relay division, casters Bae Sung-jae, Lee Gwang-yong, and Jeong Yong-geom, and commentators Park Ji-sung, Kim Hwan, and Lee Ju-heon.

Previously, JTBC announced that it had confirmed a joint broadcast with KBS for the 2026 North American World Cup.

JTBC secured the broadcast rights for approximately $125 million (about 190 billion won) and proposed a plan to bear half of the amount excluding digital resale revenue, with the remaining portion shared by the three terrestrial broadcasters (approximately 16.7% each), but negotiations faced difficulties. Subsequently, JTBC presented conditions of about 14 billion won to each broadcaster, and KBS accepted them.

The 2026 North American World Cup is the first-ever tournament co-hosted by three countries—the United States, Canada, and Mexico—and the largest World Cup in history, expanded to 48 teams with a total of 104 matches. It opens on June 11 and runs until July 19.

South Korea has been placed in Group A along with Mexico, South Africa, and the Czech Republic, and will begin its group stage schedule with its first match against the Czech Republic on June 12 at 11 a.m. (Korean time).

First, Kwak Jun-seok, the division head, said, "Since this year's World Cup is the largest in history, we are preparing a rich and differentiated broadcast. We will live-stream all 104 matches and also air 'Today's World Cup Highlights.' We are also preparing various special programs, including a World Cup preview show, 'Cha Park Road' featuring Cha Bum-kun and Park Ji-sung, and a special documentary."

He continued, "Major football stars and the broadcast team will appear on JTBC's major variety shows to convey the World Cup fever. We also plan to collaborate with major football creators and organize on-site cheering events." Division head Kwak Jun-seok added, "We are well aware of the concerns regarding Korean football. It is our role to effectively convey the players' efforts."

In particular, regarding the situation where Jeon Hyun-moo serves as a World Cup caster for KBS while some JTBC variety shows shout "The World Cup is JTBC," Division head Kwak Jun-seok stated, "The resale negotiations for broadcast rights with KBS took longer than expected. We believe each party will take on their respective roles in their own positions."

Division head Kwak Jun-seok responded to the halftime show at the final match, saying, "It is also good news for us, and we view BTS's participation positively. We will prepare to ensure there are many elements to enjoy." Regarding the broadcast rights resale issue, he added, "The agreement was reached too late, which made preparation difficult. As for advertising, we have met our internal goals and sales are underway, but we are achieving results beyond expectations. We plan to build a consensus with KBS on the Korea Pool and discuss and resolve issues together regarding future broadcast rights procedures."

He further stated, "We discussed the criticisms regarding the Olympic broadcast, agreed on the issues, and will reflect them well to provide a better broadcast. During the resale negotiations, we had already finalized the broadcast team lineup, so it seems important to showcase the parts we have prepared well."

Meanwhile, on this day, Bae Sung-jae said, "This is the third time I have broadcast with Park Ji-sung. Since we are already friends and I even set him up on a blind date, it feels like traveling with a friend. Even if the results are not good, it will become history."

Park Ji-sung responded, "I am being dragged along because I owe a debt of gratitude. Our chemistry is improving, and I am gaining know-how. My wife is even training me. I am preparing well." He continued, "If we were to rate our chemistry with Bae Sung-jae, I aim to exceed 90 points this time. The first tournament was under 80 points, and the second was around 85 points."

<© STARNEWS. All rights reserved. No reproduction or redistribution allowed.>

*This content was translated by AI.