The 2026 FIFA North and Central America World Cup is just one month away! The broadcasting scene has shifted. The days of the three major terrestrial stations sharing broadcasting rights are over. Now, it is all about record-breaking capital—190 billion won—and the broadcasters’ desperate move to deploy their absolute aces to make that investment pay off.
JTBC secured an exclusive position by investing approximately 125 million USD (about 190 billion won). With such a massive cost, this broadcast is a matter of survival for JTBC. Their secret weapon is the traditional caster Bae Sung-jae. Having held the microphone for five consecutive World Cups since 2010, he is the symbol of “professionalism.” Joining him is the “Eternal Captain” Park Ji-sung, forming their third “Golden Duo.” JTBC’s strategy is to break the stronghold of terrestrial TV through Park Ji-sung’s sharp tactical analysis and Bae Sung-jae’s seasoned hosting.
KBS, left as the sole defender of terrestrial pride, opted for a bold, pragmatic strategy over tradition. After paying JTBC about 14 billion won for the broadcasting rights, KBS’s big gamble is entertainer and former announcer Jun Hyun-moo. It is a surprisingly daring choice for a conservative public broadcaster.
Despite some concerns from hardcore football fans, KBS is targeting the wide range of “light viewers” who tune in during the World Cup. By combining Jun Hyun-moo’s overwhelming public recognition with Lee Young-pyo’s pinpoint analysis, they plan to draw in even those who do not know much about football. The biggest highlight of this broadcasting war will be whether Jun Hyun-moo’s massive star power can effectively break through the wall of professionalism Bae Sung-jae has built over 15 years.
Coincidentally, Bae Sung-jae and Jun Hyun-moo are currently under the same roof at SM C&C. Now, they stand at the forefront of a battle for the honor and profit of their respective networks. In the largest World Cup ever, expanded to 48 countries, will viewers choose Bae Sung-jae’s “depth” or Jun Hyun-moo’s “fun”?
