Cancer Research UK and the broadcaster team up for live colonoscopy to raise awareness about the impact of research on cancer treatment and prevention
Squeamish viewers tuning into Channel 4 on Wednesday afternoon might want to look away as the broadcaster airs the first TV ad showing a live surgical procedure.
Channel 4 and Cancer Research UK have teamed up to air a colonoscopy being performed live on a patient in what the two organisations claim is a world first in broadcasting.
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