ITN and O2 broadcast world’s first live advert using 5G

By Fiona Leake 7 October 2019

O2 5G ad goes live

O2 partnered with ITN productions to produce the world’s very first live ad, completely powered by 5G. The ad was bravely aired live on ITV during the England match this Saturday. The hope was to show-off O2’s 5G network capabilities ahead of the official launch later this month.

The very impressive ad consisted of live footage of matchday atmosphere across the UK. The footage was captured in four different locations across the country and instantly sent to ITN studios in London, using O2’s 5G network.

The ad was then aired live during the game, all of these things happened instantaneously, thanks to the overwhelming power of 5G.

View 5G ad video

5G ‘bonded’ cameras

So, how were ITN and O2 able to broadcast real-time footage of fan support across the UK, and stream it instantly onto our TV’s as an ad? The answer is 5G ‘bonded’ cameras.

These are essentially cameras that have a bonded cellular pack attached to it. This ensures that the feed won’t drop at any point. The bonded cameras will then ‘talk’ to the 5G modem at each of the four locations. This will send the footage instantly to ITN.

None of this would have been possible without the astonishing power of 5G. Transferring such a high volume of data, at a high quality, requires high-speed and always-on connectivity. This is exactly what 5G offers. O2 certainly did a good job showing exactly what 5G is capable of.

5G will revolutionise content creation

Anna Mallett, CEO at ITN, said, “5G will revolutionise content creation on a global scale and enable us at ITN to react even faster to moments that affect our lives – and at the same time see us reduce our carbon footprint. We’re thrilled to bring this event to life and work with O2 on such a ground-breaking innovation.”

She isn’t wrong as we are seeing more and more ‘world firsts’ thanks to the power of 5G.

For example, in September, Three brought the very first live holographic ad to London’s South Bank. Thanks to 5G, a hologram was created instantaneously from real people acting out certain things such as sport or singing. To create a hologram instantly and live in front of hundreds of people isn’t easy. This is why 5G was needed to transfer the data at such a fast rate.

It seems that 5G is already making huge steps in the world of content creation. By 2020, when 5G is present virtually worldwide, it’ll be incredibly exciting to see what else we can create with super-fast networks.

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