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Why JTBC Is Using the Winter Olympics to Redefine Lunar New Year Viewing

When a global sporting event overlaps with Lunar New Year, the calendar alone does not create meaning. Meaning emerges from concentration. By clustering decisive races and rivalry matchups within the holiday window, JTBC is not simply airing competitions from the 2026 Winter Olympics. It is constructing a tightly sequenced emotional experience.This approach shifts the Olympics from background pr..

The 2026 Winter Olympics are approaching at a moment when global sports consumption has become increasingly fragmented. Highlights circulate faster than live broadcasts, and major events are often experienced secondhand through clips rather than shared real time. Against that backdrop, the Games in northern Italy present Korean viewers with a quiet challenge: participation now requires intention..