PBI Seoul General Assembly Closes… Discussions on the Role of Public Media and Responding to Crises

The ‘2026 Public Broadcasters International Seoul General Assembly,’ hosted by South Korea's representative public broadcaster KBS, concluded on the 16th. Held for three days from the 14th at the Fairmont Ambassador Seoul in Yeouido, Seoul, the assembly was attended by approximately 300 people, including public broadcasting officials from about 40 countries and 120 institutions, as well as diplomatic envoys to South Korea. The theme of the assembly was ‘The Role of Public Media in National Culture.’ Participants discussed the preservation of national cultural identities, responses to the digital environment, the financial and leadership crises of public media, and ways for international cooperation. On the final day, they visited the KBS K-Pop Archive Special Exhibition at the National Museum of Korea and watched a special live broadcast of ‘Music Bank’ together.

Three days discussing national culture and the role of public media

This assembly covered the role of global public media in protecting the languages and traditions of each nation, preserving cultural diversity, and sharing it with the world. According to KBS, public broadcasting officials from various countries reached a consensus that public media must provide reliable information and public interest content amidst the rapidly changing global media environment. The role of supporting cultural identity and social integration was also a major topic of discussion. Presentations and discussions continued for 2 nights and 3 days, with participants engaging in the schedule until the final day.

The scale of attendance was recorded at approximately 300 people from about 40 countries and 120 institutions. Public broadcasting officials and diplomatic envoys to South Korea were present, along with executives of global public broadcasters and media experts. PBI is a consultative body where officials from major global public broadcasters gather to discuss the role and future of public media and to strengthen international solidarity and cooperation. According to reference reports, PBI was established in 1990. KBS is the only full member and steering committee member of PBI in South Korea, and it has hosted the assembly for the third time this year, following 2007 and 2018.

Digital transformation and cultural heritage covered in five sessions

The assembly proceeded with lectures, speeches, and discussions divided into five themes. The first session covered ways to protect national identity in the global media environment, and the second session focused on digital platforms and the future of public media. The third session discussed the role of public media in passing down cultural heritage. The fourth session focused on the global expansion of unique cultures, and the fifth session focused on public media leading the creation of future culture.

Officials from each country's broadcasting stations continued with discussions following their prepared presentations. KBS stated that, following PBI practices, the specific internal details of each country's situation discussed in each session cannot be disclosed. However, at the assembly, there were extensive discussions on what role public media should play as a cultural foundation to preserve the languages, traditions, and cultural diversity of each country and to share them with the world. The role of public media in the digital platform environment and ways to pass down cultural heritage to the next generation were also included as session topics.

Special speakers also gave presentations related to the assembly theme. Kim Seong-han, CEO of Coupang Play, presented on the theme of ‘Coexistence of Digital Streaming Services and Public Media,’ suggesting the future direction of public media and changes in the global digital content market. Kim stated, “When the trust and content of public media meet the technology and reach of digital streaming, we will be able to deliver value to more people,” adding, “We will strive toward common goals in the digital age.” Singer and producer PSY gave a presentation on the theme of ‘The Past, Present and Future of K-Pop.’ He said, “I must be myself! That is the key. Even when creating content, we must be ourselves. Trying to do the same just because someone else does it well does not work. That is exactly what originality is.”

Discussions on financial pressure, leadership crisis, and international cooperation

The assembly also discussed the crises surrounding the finances and leadership of public broadcasting. KBS stated that at the assembly, participants formed a consensus to strengthen international solidarity and cooperation among public media to respond to the complex crises of finance and leadership. Earlier, at the opening ceremony held on the 15th, Park Jang-beom, President of KBS and Chair of the 2026 Public Broadcasters International Seoul General Assembly, mentioned the financial pressure faced by public broadcasters and the leadership crisis caused by changes in the political and institutional environment, emphasizing the need for international solidarity. Opening-related reports noted that CEOs of public broadcasters from various countries also empathized with the financial difficulties of public broadcasting.

At the opening ceremony, Park cited budget shortages, rising production costs, external pressure, and the challenges of new technologies as common crisis factors for public broadcasters worldwide. As a Korean case, he introduced that the KBS TV license fee has been frozen at 2,500 won per month for over 45 years. At the same venue, he emphasized that stable financial support is essential for the sustainability of public broadcasting and highlighted the necessity of increasing the license fee. The congratulatory message from President Lee Jae Myung, read on his behalf at the opening ceremony, contained the content that public media serves as a bridge that communicates with the world while protecting and developing its own national culture. The President stated, “I hope this Seoul General Assembly becomes a venue for communication and cooperation to jointly solve the challenges faced by the world's public media.”

Congratulatory speeches from government and National Assembly officials, as well as PBI officials, also followed at the opening ceremony. Song Ki-hun, Chairman of the Science, Technology, Information, Broadcasting and Communications Committee, said that the interest and efforts of the government and the National Assembly are needed for public broadcasting to maintain and expand its role amidst commercial trends. Kim Jong-cheol, Chairman of the Broadcasting, Media and Communications Committee, referred to public broadcasting as a public asset that records the history of the community and forms new values that society should aim for. David Jordan, Secretary General of PBI, stated that the common goal is for public broadcasters to protect editorial independence and fairness, build trust, and serve the people. According to opening reports, officials from public broadcasters such as BBC, NHK, Télévisions, CBC/Radio-Canada, and NPR attended this assembly.

Schedule concludes with National Museum of Korea exhibition and Music Bank

On the final day of the assembly, participants visited the ‘KBS K-Pop Archive Special Exhibition’ at the National Museum of Korea. The special exhibition was prepared as an event to look at the footsteps of K-Pop through the history of ‘Music Bank,’ which began its first broadcast in 1998. This was followed by the ‘Music Bank PBI Seoul General Assembly Commemorative Special Live Broadcast’ held at the outdoor special stage of the museum. Performers including ALLDAY PROJECT, BOYNEXTDOOR, Jannabi, and TAEMIN took the stage.

KBS stated that public broadcasting officials from around the world watched the K-Pop performance together at the National Museum of Korea, which preserves Korea's history and cultural heritage. The assembly participants completed the museum exhibition and the live broadcast as their final schedule. Even according to the schedule announced at the opening, the KBS K-Pop Archive Special Exhibition and the ‘Music Bank’ live broadcast were scheduled for the 16th at the National Museum of Korea.

KBS stated that through this Seoul General Assembly, it plans to strengthen the cooperation network with public broadcasters around the world and continue joint efforts for digital transformation, content innovation, and the preservation and global expansion of cultural heritage. The assembly began on the 14th and closed on the 16th, finishing its official schedule with the participants' visit to the National Museum of Korea and the special live broadcast.

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