Ultimately, SBS and MBC excluded from World Cup broadcast.. JTBC deploys Bae Sung-jae and KBS sends Jeon Hyun-moo [Star Issue]

*This content was translated by AI.

JTBC, which secured the exclusive broadcasting rights for the 2026 FIFA North American World Cup, has confirmed a joint broadcast with KBS, while negotiations for resale with other terrestrial channels such as SBS and MBC have ultimately collapsed.

JTBC announced on the 22nd that it has finalized the resale of the 2026 FIFA North American World Cup TV broadcasting rights and is now moving into full-scale preparations. JTBC, which had been conducting resale negotiations with the three terrestrial broadcasters (KBS, MBC, SBS), stated, "We presented the same conditions to the three stations and received responses by yesterday (21st), confirming a joint broadcast with KBS."

Previously, after securing the broadcasting rights for approximately $125 million (about 190 billion won), JTBC proposed a plan to bear half of the amount excluding digital resale revenue, with the remaining portion shared by the three terrestrial stations (approximately 16.7% each), but faced difficulties in negotiations. Subsequently, JTBC presented conditions at a level of about 14 billion won to each broadcaster, and it is reported that KBS accepted this offer.

With the World Cup opening just 50 days away, the preparation period is tight. KBS plans to dispatch commentator Lee Young-pyo and former announcer Jeon Hyun-moo to the North American region after detailed technical discussions with JTBC to participate in the broadcast.

JTBC will also dispatch a large-scale production and technical team to the region. Notably, Bae Sung-jae, a former SBS announcer, has been added to the World Cup broadcast team following his participation in the 2026 Milan Cortina Winter Olympics. Having served as SBS's flagship sports caster, he is expected to move to JTBC for this World Cup stage and vividly convey every moment of the matches.

JTBC stated, "We feel responsible for the growing concerns over the prolonged negotiations for the World Cup broadcasting rights, which is a matter of national interest, following the broadcast of the Milan Cortina Winter Olympics," and added, "We will prepare thoroughly and present a solid broadcast."

Meanwhile, SBS issued an official statement on this day, saying, "As JTBC declared the collapse of World Cup broadcasting rights negotiations through the media, we were unable to participate in the broadcast. For SBS, which has broadcast the World Cup without missing a single time since its launch, this is a very regrettable matter."

It further explained, "As a terrestrial broadcaster, we entered negotiations with the determination to fulfill our public responsibility and meet viewer expectations, even if it meant accepting some losses. In the process, we proposed an offer that was 20% higher than the initial amount and made our best efforts to reach an agreement until the end. However, as pointed out multiple times, the broadcasting rights offered by JTBC were controversial regarding digital rights, and the amount was at a level that could impose a significant burden on the company's financial stability and shareholder value."

Additionally, SBS stated, "While the public responsibility of a terrestrial broadcaster is an important value, we could not ignore the fact that, as a listed corporation, we must fulfill this role on a sustainable management basis." It concluded, "Going forward, SBS will work together to create new, rational systems suitable for the changed times and media environment in relation to major sports broadcasts such as the World Cup and Olympics, balancing public responsibility with these new realities."

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*This content was translated by AI.