The article reflects on the recent Winter Sports Festival in Italy, which struggled to gain attention in South Korea due to the lack of broadcasting from major media outlets. Many people were unaware that the Olympics were taking place, showcasing how when viewing rights are obstructed by commercial interests, sports—considered a public good—can easily become the privilege of a few. The author emphasizes the importance of broadcasting, particularly for allowing narratives of both elite athletes and those who face hardships to resonate with viewers, fostering a sense of connection and emotional resilience.

Moreover, the author brings attention to the ongoing struggles of Paralympic athletes, who experience marginalization even more profoundly than their Olympic counterparts. The phrase "Where is the broadcast?" often rings in their ears, highlighting a persistent lack of representation in media. While some viewers were frustrated with the Olympic coverage, this story reflects the broader issue where Paralympic events are not afforded the same visibility, illustrating a societal failing in providing equitable access to sports narratives.

In conclusion, the article posits that international sports broadcasting serves as a critical source of welfare by providing emotional support and fostering community among viewers. Research from Columbia University and Michigan State University indicates that sports broadcasts offer psychological benefits, such as emotional resets and a sense of belonging, suggesting that shared national moments in sports can combat loneliness and strengthen social ties. Ultimately, the absence of accessible broadcast coverage proves to be a significant loss for both athletes and audiences at large, diminishing the shared joy and emotional uplift that sports can provide.