Korea has achieved its first Olympic gold medal in a snow sports event, but most viewers were unable to witness the historic moment. This was due to JTBC broadcasting the event on a cable channel rather than its main network.
Choi Ga-on secured the gold medal on February 13 at the 2026 Milan-Cortina Winter Olympics, scoring 90.25 points in the women's halfpipe final held at Livigno Snowpark in Italy. She surpassed her idol, Chloe Kim, who was aiming for her third consecutive Olympic gold with a score of 88.00.
However, viewers could only watch Choi's gold medal performance on JTBC Golf & Sports, not the main JTBC channel. The main channel aired the first round of Choi's performance before switching to coverage of a short track event happening at the same time.
JTBC's decision is understandable, as Choi fell heavily after her second jump in the first round, raising concerns about a serious injury and diminishing her chances for a medal. Her remarkable determination surprised everyone. Meanwhile, short track is a long-standing strong suit for South Korea, with Lim Jong-eon winning a bronze medal in the men's 1000m that day. Although Choi did not medal, it was also the day for 'Queen' Choi Min-jeong to compete in the women's 500m. Given the significant investment JTBC made in securing broadcasting rights, it likely chose to focus on the short track events where medals were anticipated.
Nevertheless, many netizens expressed disappointment over the situation. On the main JTBC broadcast, Choi's gold medal news was only conveyed through a breaking news ticker. Most viewers prioritized the events aired on the main channel, leading to a lack of understanding about how Choi managed to win gold after witnessing her fall in the first round.
This situation has sparked discussions about the drawbacks of exclusive broadcasting rights. JTBC holds exclusive rights for the 2026-2032 Winter and Summer Olympics and the 2026-2030 World Cups. For some viewers who do not subscribe to paid cable or internet TV, access to the events is limited.
The controversy is expected to continue, with debates emerging over viewer rights and the monopolistic nature of capitalism. Critics argue that exclusive broadcasting has diminished public interest in major sporting events, while supporters defend the substantial investment made to acquire these rights.
In response, the government is considering measures to address the issue. Kim Jong-cheol, chairman of the Korea Communications Commission, stated during a report to the National Assembly on October 10 that, "Current laws severely restrict the ability to mandate negotiations for broadcasting rights among networks, and we are preparing legal amendments to resolve this." The future of this situation and how JTBC will navigate it remains to be seen.
* This article has been translated by AI.
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