The 2026 Milan-Cortina Winter Olympics is currently being exclusively broadcasted by JTBC, which recently came under fire for not airing the live moment when Choi Ga-on, an 18-year-old snowboarder from Sehwa High School, clinched the gold medal. Choi achieved this historic milestone by scoring 90.25 points in her third run of the women’s snowboard halfpipe finals in Livigno, Italy. This was not only South Korea's first gold medal of the Games but also marked the country's first ever Winter Olympics gold medal in skiing events.

The controversy arose when JTBC chose to switch to coverage of a simultaneous short track event after broadcasting Choi Ga-on’s first two runs, failing to show her decisive third run live on their main channel. Instead, this key moment was broadcasted on their affiliate sports channel, JTBC Golf & Sports. This decision disappointed many viewers who expected to see the gold medal achievement on the main channel, especially since most of the audience was watching the event on that platform.

Viewer dissatisfaction extended to social media, where comments highlighted the disappointment over missing what was described as a "historic and moving moment." Some expressed frustration at not being able to see a replay of the gold medal-winning run during the busy morning hours before heading to work. JTBC, as the exclusive broadcaster, offered multiple viewing options including online streaming on platforms like Naver, yet the failure to cover key moments on the main channel has stirred ongoing debate about its programming decisions for significant events like the Olympics.