Channel 4 UK airs the World's 1st Live Ad from inside the hu
Channel 4 have aired a world 1st.

On Wednesday afternoon the advert – called Live From The Inside – beamed straight to our tellies live from inside the human body.

A colonoscopy, the removal of bowel polyps, was performed on 60-year-old Philip McScarron live on TV in partnership with Cancer Research UK.

Viewers watched the procedure, which can help prevent bowel cancer developing, at about half 3 this afternoon.

Dr Sunil Dolwani explained the procedure, which saw polyp cut out so there was no risk of it becoming cancerous. Dr Dolwani said: ‘It’s how we diagnose cancer early and it could be treated successfully if we find it earlier. It’s simple with no pain for the patient. Philip how are you feeling?’