TV advert to show live colonoscopy

LONDON: The world’s first TV advertisement live from inside the human body will be broadcast later this month as part of a cancer campaign.

British broadcaster Channel 4 has teamed up with Cancer Research UK to air a live colonoscopy (removal of bowel polyps).

While most polyps do not develop into cancer, some do, and removing them can help prevent bowel cancer developing.

The advert is part of Cancer Research UK’s Right Now campaign, showing the reality of daytoday life for those affected by cancer.

Patient Philip McSparron is having the colonoscopy. He said he hoped undergoing the procedure on TV would show it is not something to fear.

The procedure will be performed and filmed at Cardiff and Vale University hospital by Doctor Sunil Dolwani.

He will explain to viewers what they are looking at.

The 90second ad, Live From The Inside airs on January 18.