Where to Watch the Olympics: Broadcast War Among the Three Terrestrial Broadcasters [Paris Olympics]

KBS, MBC, SBS Ratings Battle 'Fierce'
Jeon Hyun-moo, Kim Dae-ho, Bae Seong-jae Commentary Showdown
Star Analysts' Wit Duel Also Highlights

Olympic rings installed on the Eiffel Tower in Paris, France
[Photo by Yonhap News]

As the 2024 Paris Olympics opened on the 26th (local time), fierce competition is expected among the three terrestrial broadcasters KBS, MBC, and SBS. The Olympics, held every four years, present a significant opportunity for broadcasters to generate substantial revenue. With major advertisements selling out before and after key events, each broadcaster is putting all their efforts into assembling famous casters and star commentators. However, this year’s circumstances are challenging. The men’s soccer, men’s and women’s basketball, and volleyball teams were eliminated in the preliminaries, making it impossible to broadcast relatively long and highly anticipated matches. Moreover, with online platforms such as the OTT service Wavve joining the broadcasting competition, the rivalry has intensified even further.

Change to Survive... Bold KBS

Public broadcaster KBS has taken a bold approach to stand out. Unlike previous Olympics that followed traditional sports broadcasting formats, this time they targeted the fashion city of Paris by appointing model-turned-broadcasters Lee Hyun-i and Song Hae-na as Olympic program hosts. They deliver the local atmosphere in special broadcasts and conduct interviews with key athletes.

KBS also brought back two former announcers who had left the company. Star broadcaster Jeon Hyun-moo, known for his work in variety shows, is covering weightlifting, while Jo Woo-jong is the golf caster. The commentary team is impressive as well. Golf queen Park Se-ri, along with fencing stars Kim Jeong-hwan and Kim Jun-ho?popularly known as the "Avengers"?judoka Lee Won-hee, and archer Ki Bo-bae have joined as commentators.

KBS, which operates two channels, will broadcast the Paris Olympics live for an average of 13 hours daily on 1TV and 15 hours on 2TV. They are determined to maintain the excitement around the Olympics. Technological attempts to actively utilize artificial intelligence (AI) in broadcasting are also notable. They introduced an 'AI Lane Tracker' that automatically detects the lane of Korean swimmers, provide 'coder scoring graphics' in fencing, and offer 'real-time data' in archery.

Kim Jeong-hwan, Kim Jun-ho, Park Se-ri, Ki Bo-bae, and Lee Won-hee to serve as KBS commentators for the Paris Olympics
[Photo by Yonhap News]

[Photo by MBC]

MBC ‘Experience and Passion’ Kim Dae-ho & Kim Sung-joo

MBC has appointed announcer Kim Dae-ho, who gained popularity from the variety show "I Live Alone," and star broadcaster Kim Sung-joo, a former announcer at the company, as casters. Announcers Kim Na-jin and Lee Seong-bae will also be in the commentary booth.

The commentary team features charismatic stars such as archer Jang Hye-jin, taekwondo athlete Lee Dae-hoon, and the famous judo twin brothers Jo Jun-ho and Jo Jun-hyun. New commentators include wrestler Kim Hyun-woo, gymnast Yang Hak-seon, and swimmer Park Chan.

During the event, MBC will air the highlight program "Paris Time" and present "Behind the Story" and "Turning Points of the Matches" using new media. They will broadcast highlight matches once in the morning and once in the afternoon, and matches not aired on TV will be available on the MBC website.

SBS Targets Beyond Terrestrial Limits, Including Online

SBS is targeting "young viewers" in line with changes in the media environment. They launched a YouTube content series called "Calm Parisian," featuring YouTuber Chimchakman (Lee Mal-nyeon) and French native Fabian. During the Olympics, they will share local Paris news and match stories on the "SBS Sports" channel.

The experienced commentary team stands out. Trusted sports caster Bae Sung-jae will cover swimming and also take on weightlifting commentary for the first time. Casters Jung Seok-moon and Jung Woo-young will alternate in the booth. Olympic stars such as swimmer Park Tae-hwan, table tennis player Hyun Jung-hwa, badminton player Lee Yong-dae, and the archery Olympic five-time champions couple Park Sung-hyun and Park Kyung-mo serve as commentators.

Imalnyeon and Fabian
Photo by SBS 'Subus Sports' YouTube screenshot

SBS is determined to vividly express the athletes’ dynamic movements through "broadcast graphics" and "life shot illustrations." During the Olympics, they will air "Chaterview," covering inside and outside the venues, "SBS Commentary Booth," a viewership cheat key, "Hero’s Song Requests" selected by the athletes themselves, and "Paris Direct Cam."

Meanwhile, 206 countries are participating in the 2024 Paris Olympics, with 329 events across 32 sports. Korea is sending 114 athletes and 118 coaches across 22 sports. During the Olympics, major variety shows and dramas will take a break due to live broadcasts and highlight programs.