KBS's tradition, MBC's emotion, SBS's technology… the choices of the three terrestrial broadcasters were different

On the night of June 2, when the count broadcast for the 21st presidential election took place, KBS, MBC, and SBS each met the viewers with different colors. While they all prepared real-time data and specialized content around the time of the exit poll announcement, their approaches were clearly different. KBS focused on tradition and stability, while MBC focused on emotional narratives, and SBS stood out with advanced technology and a spirit of experimentation. The count broadcasts of the three broadcasters had become a competitive stage for media strategies about 'how to show it' beyond just information delivery.

#.MBC, connecting the era with BTS and Bong Joon-ho… the emotional intersection of history and content

The most impressive production was undoubtedly MBC. The countdown video 'That Day, Together Now,' released just before the exit poll announcement, captured the hearts of viewers with a touching historical narrative. The video began with footage of athlete Son Ki-jung at the 1936 Berlin Olympics, followed by significant scenes from modern Korean history, including the Battle of Cheongsanri (1920), the activities of the Korean Patriotic Corps in Shanghai (1931), and Kim Gu's speech on Liberation Day in 1946, all restored with AI technology, creating a strong immersive effect.

Then, a message from RM, leader of BTS, delivered at the 2018 United Nations General Assembly, stating "Let’s all take a step forward together," seamlessly connected with Kim Gu's voice, completing an emotional intersection that encompassed the past and present. Following that, footage from director Bong Joon-ho's speech at the 2020 Academy Awards appeared, reminding viewers of the achievements of K-content on the world stage. MBC received praise for transforming the count broadcast into a 'stage of empathy,' rather than just a venue for information.

#.KBS, focusing on analysis and stability… trustworthy count broadcast

KBS presented a count broadcast faithful to traditional reporting with the title '2025 People's Choice.' From the moment the exit poll results were announced, it calmly conveyed key battlegrounds by region and real-time counting rates, featuring numerous political experts and statistical analysts who continued a cold-eyed analysis of the situation. Minimizing visual direction and sensational devices, KBS focused instead on the fundamentals of public broadcasting: 'accuracy and neutrality.' Their strategy, which conveyed the message that 'the count broadcast is ultimately about data and interpretation,' achieved a high level of trust among middle-aged and older viewers.

#SBS, an experimental ground for innovative technology and visualization… targeting young emotions

SBS attempted differentiation through unique, technology-based production once again. By actively incorporating augmented reality (AR), virtual reality (VR), and 3D graphics, it showcased experimental configurations, such as simulating the social changes that would occur if the candidates' main pledges were actually realized. Visual devices like 'real-time pledge realization maps,' 'graphics of changes in virtual urban areas,' and 'predicted election clocks' focused on 'showing' rather than simply listing the counting situation. SBS's strategy of merging entertainment and political information was effective in engaging the younger generation.

Thus, MBC succeeded in differentiation through emotion and storytelling, KBS through information and analysis, and SBS through technology and visualization. This count broadcast was significant in that the three terrestrial broadcasters aimed to elicit viewer empathy and share information in different ways, going beyond merely listing figures. It was a moment that proved that election broadcasts are no longer just 'the time spent waiting for the election results' but have become a piece of content created by media.

[Photo] Broadcasting company

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