With less than three months remaining until the 2026 North American World Cup, there is growing interest in whether the broadcasting rights will be shared. JTBC has secured exclusive broadcasting rights following negotiations with FIFA, but its demands for rights resale to other major broadcasters in Korea, namely KBS, MBC, and SBS, have created significant gaps in expectations, leading to stalled negotiations.

Reports indicate that JTBC is asking for more than double the amount offered by the terrestrial broadcasters, which raises concerns about the possibility of shared coverage. While specific figures have not been disclosed, industry insiders speculate that even the combined offers from the terrestrial networks may fall short of JTBC's demands, indicating a tough road ahead for securing a deal that allows broader access to the World Cup broadcasts in South Korea.

KBS, being the most involved among the three major networks in securing these rights, emphasizes the viewers' high interest in the World Cup and the public broadcaster's responsibility. KBS has reportedly offered a considerable, albeit still insufficient, proposal in negotiations with JTBC, aiming to fulfill its mission of public service by ensuring coverage of significant sporting events like the World Cup. However, negotiations have merely highlighted the differences between the parties, leaving the broadcasting landscape precarious as the event approaches.