A South Korean lawmaker called for regulatory reforms after exclusive broadcasting rights led to what critics dubbed the "most ignored Olympics in history."
Rep. Cho Gye-won of the Democratic Party of Korea urged the Ministry of Culture, Sports and Tourism on Wednesday to redefine major international sports event broadcasting as a "public good." He argued that monopolistic broadcasting rights by specific networks are infringing on citizens' universal viewing rights.
The Milano Cortina 2026 Winter Olympics, held from Feb. 6 to 22, became the first Olympic Games in 62 years to air without terrestrial broadcast coverage in South Korea.
"JTBC acquired exclusive broadcasting rights at enormous cost, yet the opening ceremony drew a mere 1.8% viewership rating," Cho said. "This has been evaluated as an unprecedented flop amid the public's complete indifference."
The lawmaker also pointed to coverage gaps under single-channel monopoly. When snowboarder Choi Ga-on won South Korea's first-ever Olympic gold medal in the sport, the historic moment was reduced to a single subtitle while another event aired.
"The broadcaster's promise of 'diverse content' rang hollow as citizens were robbed of the chance to cheer for their athletes," Cho said.
JTBC responded that it had offered "news rights" to the three major terrestrial broadcasters to maximize universal access, but they declined. The network said the offer was half the price terrestrial broadcasters charged JTBC during the 2022 Beijing Winter Olympics, with nearly double the footage and accreditation cards for on-site coverage.
Cho challenged JTBC's claim that it met universal viewing requirements because over 90% of households subscribe to pay television. He argued that paid subscription services cannot be equated with free terrestrial broadcasts.
The lawmaker expressed concern that major sports broadcasting rights through the 2026 FIFA World Cup and 2032 Summer Olympics could become concentrated with specific broadcasters. He called for legislation similar to Britain's "Listed Events" rules or Australia's "Anti-Siphoning" system, which legally guarantee free broadcast access to major sporting events.
Cho also proposed expanding the "Korea Pool" consortium to include terrestrial broadcasters, OTT platforms and new media outlets, ensuring sports broadcasting becomes a public resource rather than a monopolized product.
Minister of Culture, Sports and Tourism Choi Hwi-young said the ministry would discuss institutional safeguards with the Korea Communications Commission.