The Milan Cortina d’Ampezzo Winter Olympics, which began on February 5th, are proving difficult to access for many older South Koreans, highlighting a growing digital divide in sports viewership. For some, like Kim, a 54-year-old housewife in Gwacheon, watching figure skating star Cha Jun-hwan requires the assistance of her daughter. “If it weren’t for my daughter, I wouldn’t have been able to watch Cha Jun-hwan’s competition,” she said, explaining she relied on her daughter’s knowledge of the streaming platform ‘Chijijik’ – operated by Naver – to find replays. This situation underscores a broader concern about the accessibility of major sporting events as broadcasting rights shift towards online platforms and subscription services.
For the first time in 62 years, the Olympics are not being broadcast on South Korea’s traditional terrestrial television channels. Instead, exclusive rights have been granted to cable channels and streaming platforms, creating a barrier for many in the 5060 demographic – those in their 50s and 60s – who are less accustomed to these digital avenues. This shift is fueling worries about a violation of the “universal right to view” sports, a concept gaining traction as access becomes increasingly tied to online memberships and platform subscriptions. The issue extends beyond the Olympics, encompassing the growing trend of exclusive streaming deals for events like the English Premier League and the changing landscape of professional baseball ticket sales.
While younger generations, particularly those in their 20s and 30s, are accustomed to consuming short-form sports content through social media platforms like X, older viewers find themselves increasingly excluded. Lee, a 64-year-old resident of Suwon, shared that he only learned the Olympics had begun after reading a news article about Kim Sang-gyeom winning the 400th medal. “In the past, Olympic news was everywhere – in offices, restaurants. Now, I have to actively seek it out,” he lamented. This sentiment reflects a broader frustration with the changing ways in which sports are consumed and disseminated.
Concerns Over Accessibility and “Universal Viewing Rights”
The concerns surrounding accessibility have reached the highest levels of government. On February 10th, Kim Jong-chul, Chairman of the Korea Broadcasting & Communications Commission, expressed regret over the limited access to the Winter Olympics, stating that restricting viewership for such a nationally significant event was “very regrettable.” He also indicated that the commission is considering legal revisions regarding the broadcasting of the Olympics and the World Cup. JTBC News reported on this development, highlighting the growing pressure to address the issue.
The situation with the Milan Cortina d’Ampezzo Olympics is not an isolated incident. In 2024, Coupang secured exclusive rights to broadcast the English Premier League for six years, investing 700 billion won annually. This move, while expanding access for some, further marginalized older viewers unfamiliar with OTT platforms and membership models. Similarly, professional baseball, traditionally popular among middle-aged and older fans, has seen ticket sales become increasingly dominated by online “piketting” – a term for intensely competitive online ticket purchasing – with only 1.4% of tickets purchased by those aged 60 or over.
Cha Jun-hwan’s Performance and the Rise of Chijijik
Despite the challenges in accessing the games, the performance of South Korean athletes continues to capture the nation’s attention. Cha Jun-hwan, a figure skater, finished fourth at the Olympics, achieving the highest-ever result for a South Korean male figure skater, falling just 0.98 points short of a medal. Break News reported on his impressive showing. Many fans, however, relied on platforms like Chijijik, Naver’s streaming service, to watch his performance, as highlighted by Kim’s experience. A post-competition interview with Cha Jun-hwan is also available on YouTube. You can view the interview here.
The Role of Streaming Platforms and the Digital Divide
The increasing reliance on streaming platforms like Chijijik, while offering a solution for some, exacerbates the digital divide. These platforms often require a certain level of digital literacy and access to technology that may not be readily available to all segments of the population. The shift towards exclusive online broadcasting raises questions about the responsibility of broadcasters and platform providers to ensure equitable access to major sporting events.
Looking Ahead: Potential Legal Changes and the Future of Sports Viewership
The Korea Broadcasting & Communications Commission’s consideration of legal revisions signals a growing recognition of the necessitate to address the issue of accessibility. Any changes to broadcasting regulations could have significant implications for how major sporting events are distributed in the future. The debate over “universal viewing rights” is likely to continue as the media landscape evolves and the dominance of online platforms grows. The commission is expected to provide an update on its review of Olympic and World Cup broadcasting regulations in the coming months.
The current situation underscores the need for a more inclusive approach to sports broadcasting, one that balances the benefits of digital innovation with the importance of ensuring that all citizens have the opportunity to participate in and enjoy major sporting events. The conversation surrounding access to the Milan Cortina d’Ampezzo Winter Olympics is a crucial step towards finding solutions that address the evolving needs of a diverse audience.
What are your thoughts on the accessibility of the Winter Olympics? Share your experiences and opinions in the comments below.
