The 2010 World Cup in South Africa will likely be aired exclusively by SBS after three rounds of negotiations with KBS and MBC to share the rights broke down, reports The Chosun Ilbo. The result of the negotiations will be reported to the Korea Communications Commission. On cable TV, the World Cup will be aired through SBS affiliate SBS Sports. According to the report, KBS suggested a W24 billion fee to share the rights, but SBS reportedly wanted W31 billion from KBS and W40 billion from MBC. SBS also insisted on an exclusive broadcast of the opening and the final matches, and three games in the first round by both the South and North Korean teams.