Controversy erupted at the 2026 Milano-Cortina Winter Olympics after a broadcast mishap during the highly anticipated women’s curling match between South Korea and Japan. On February 15, as fans tuned in to watch the round-robin 5th match at the Cortina Curling Olympic Stadium in Italy, JTBC, the exclusive broadcaster for the Games in South Korea, inadvertently aired a graphic of the Japanese national flag during a commercial break. The incident, which lasted for approximately 10 seconds after the 5th end, quickly became the talk of online communities and social media, sparking intense debate and criticism.
The match itself was a nail-biter, with both teams locked in a fierce contest. South Korea ultimately triumphed over their rivals with a 7-5 victory, improving their record to 3 wins and 2 losses and tying for fourth place alongside Denmark. Yet, the on-ice drama was momentarily overshadowed by the broadcast blunder that left many viewers baffled and upset.
According to multiple reports, the graphic appeared suddenly in the center of the screen during a routine commercial break following the 5th end. The flag’s presence was unrelated to the advertisement content, making the moment even more jarring for viewers. As the broadcast returned to the action, JTBC’s caster Seong Seung-hyun addressed the situation before play resumed. "An unexpected graphic appeared during the commercial," he stated. "It was an image that should not have been aired. We ask for your understanding." The apology, though swift, did little to quell the growing frustration among fans who were still reeling from the surprise.
In the hours that followed, social media platforms and online forums exploded with commentary. Viewers questioned how such an error could occur, especially during a match with the emotional weight of a Korea-Japan rivalry. Comments ranged from expressions of embarrassment—"Why did the Japanese flag appear during a Korea-Japan match?"—to calls for accountability: "This is an unprecedented mistake. I feel ashamed," and "How could such a major broadcaster make this error?" Some even questioned JTBC’s exclusive control over Olympic coverage, arguing that such monopolies limited viewer choice and increased the impact of mistakes.
JTBC moved quickly to address the incident. On February 16, the network posted an official apology on its website, acknowledging the production team’s fault and promising stricter oversight moving forward. "At approximately 11:23 PM on February 15, during the live broadcast of the women’s curling match between Korea and Japan, a Japanese national flag graphic was temporarily displayed during a commercial break," the statement read. "We apologize for the inconvenience caused to viewers due to a production error. We will thoroughly inspect and manage our processes to prevent a recurrence of such incidents."
Despite the apology, the episode reignited broader debates about JTBC’s handling of its Olympic broadcast rights. The network, which secured exclusive rights to the Olympics and FIFA World Cup through 2032, had previously attempted to resell those rights to major terrestrial broadcasters KBS, MBC, and SBS. Negotiations fell through, leaving JTBC as the sole broadcaster for the Winter Games. This arrangement has drawn scrutiny, especially after another recent controversy: on February 13, JTBC failed to air live coverage of Choi Ga-on’s historic gold medal win in the women’s snowboard halfpipe—the first-ever gold for South Korea in an alpine event. Instead, the moment was relegated to a subtitle update, with the main channel prioritizing short track speed skating, a sport with traditionally high domestic interest.
JTBC defended its decision at the time, stating, "The women’s snowboard halfpipe event featuring Choi Ga-on was initially broadcast simultaneously on JTBC and JTBC Sports. However, as the short track event began, JTBC switched to short track coverage, with the halfpipe continuing on JTBC Sports. Given the strong national interest in short track, we maintained that broadcast to respect viewers’ preferences." Yet, critics argued that JTBC Sports, being a subscription-based channel, limited the general public’s access to such historic Olympic moments.
The curling graphic mishap only added fuel to the fire. Many fans voiced concerns that JTBC’s exclusive broadcasting rights not only concentrated control but also exacerbated the consequences of technical or editorial errors. "When one broadcaster holds all the keys, there’s nowhere else for viewers to turn," wrote one commenter. "Mistakes like this become national issues." Others lamented missed opportunities for broader coverage and competition among networks, which they argued could have led to better quality and fewer mishaps.
From a technical standpoint, JTBC has yet to provide a detailed explanation for how the Japanese flag graphic came to appear during the broadcast. The lack of specifics has further frustrated viewers, with some demanding transparency and a thorough investigation. While the network’s public statement and the caster’s on-air apology acknowledged the error, neither addressed the root cause or outlined concrete steps for improvement beyond general promises of "thorough inspection and management."
On the ice, however, the South Korean women’s curling team remained focused. Their 7-5 victory over Japan was hard-fought, with the squad demonstrating resilience and strategic prowess throughout the match. The win kept their playoff hopes alive and set up a crucial next match against China, scheduled for the early morning of February 17. With a 3-2 record, South Korea found itself in a strong position, tied for fourth place with Denmark and very much in contention for a spot in the next round.
The players, for their part, seemed undistracted by the off-ice drama. While the broadcast controversy dominated headlines, the team’s performance on the rink spoke volumes about their determination and unity. As the Olympics progressed, fans and analysts alike turned their attention back to the games themselves, eager to see if South Korea’s curlers could build on their momentum and push deeper into the tournament.
As the dust settled from the broadcast mishap, JTBC faced mounting pressure to restore public trust and ensure flawless coverage for the remainder of the Games. With exclusive rights to some of the world’s biggest sporting events for years to come, the network’s ability to learn from these incidents and deliver high-quality, reliable broadcasts will be closely watched by both fans and critics.
For now, the South Korean women’s curling team looks ahead to their clash with China, determined to keep their Olympic dream alive. And as the Games continue in Milano-Cortina, all eyes remain on both the athletes and the broadcasters tasked with bringing their stories to the world.