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In a global broadcasting first, Cancer Research UK and Channel 4 will air a live colonoscopy during an ad break on 18 January 2017. The 90 second advert, titled ‘Live from the Inside’, will be shown at approximately 3.25pm and represents the first time this procedure has been performed live in an ad break. It will provide viewers with a unique opportunity to watch the removal of bowel polyps* as it takes place. While most polyps don’t develop into cancer, some do, therefore removing them can help prevent bowel cancer developing. Live footage will be seen from a camera which is linked to a flexible tube called a colonoscope. The advert will then show the removal of bowel polyps through the colonoscope.

See original article at: https://www.cancerresearchuk.org/about-us/cancer-news/press-release/2017-01-16-cancer-research-uk-and-channel-4-to-broadcast-worlds-first-tv-advert-live-from-inside-the-human-body