As the 2026 Milan-Cortina Winter Olympics approach without coverage by the three major South Korean broadcasters, experts have called for a practical solution to mitigate the adverse effects of speculative competition for broadcasting rights of large-scale sporting events, such as the Olympics, through an expanded joint negotiation framework named 'Korea Pool'. At a recent seminar held by the Korean Broadcasting Association in Seoul, Professor Shim Mi-sun from Soonchunhyang University highlighted the cultural significance of major sports events in fostering community spirit and social vitality, warning that approaching these events purely from the profit-driven perspective could exacerbate social inequalities.

Professor Shim stressed that the growing dominance of new channels, along with global OTT services that bind subscribers by offering popular sports broadcasts, coupled with the decline in advertising revenue for traditional broadcasters, risks diminishing public access to free viewing opportunities for significant sporting events. This situation emphasizes the need for tangible solutions that ensure universal viewing rights for the public. To this end, she proposed an enhanced model for Korea Pool, which would allow not only the three major broadcasters but also various domestic media entities, including OTTs and IPTV services, to participate in the negotiation of sports broadcasting rights.

Lastly, Professor Shim emphasized the necessity for government support for broadcasting companies fulfilling a public role, particularly in light of skyrocketing broadcasting rights fees that render revenue recovery in domestic markets nearly impossible. She advocated for a comprehensive support plan from the government to sustain broadcasters' public service roles, highlighting that such measures are essential to ensure that all citizens can access and enjoy these significant cultural events without financial barriers.