• The live advert was broadcast during the England rugby game on Saturday

    O2 and ITN productions produced a live TV advert powered by O2’s 5G network that captured fans’ live reactions during England’s world cup game against Argentina this past weekend.

    Footage of the matchday atmosphere was captured across the UK and sent back to ITN studios in London via O2’s next-generation 5G network. It was then broadcast as a live advert on ITV, showcasing the real-time support of fans up and down the country.

    The advert used footage of fans during the match from four different locations across the country using 5G ‘bonded’ cameras that sent footage back to ITN HQ.

    O2 chief marketing officer Nina Bibby said that the advert would “mark a huge milestone in demonstrating the possibilities that 5G can unlock for sports fans”.

    CEO of ITN Anna Mallet said before the game: “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.”

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