Brit award winner Sam Smith will be starring in the first ever live music performance to be aired during an ad break.
Smith, who will be performing his No 1 single Stay With Me at London's Roundhouse, is to fill a three-and-a-half minute ad break during Alan Carr: Chatty Man on Channel 4 at about 10.45pm on Friday May 30.
The UK broadcasting first is part of a tie-up between Google Play Music, Google's music store and streaming service, and Channel 4.
Smith, who won this year's Critics' Choice Award at the Brits, said: "It's incredible to be part of a world first. Stay With Me being broadcast live to the nation will be a very special moment for me."
Google UK's Stephen Rosenthal said: "Through Google Play Music, we're looking to shake up the way music lovers connect with the bands and tracks they love. What better way to show our ambition than lay on this world first with Sam Smith, one of the hottest acts on the planet today."
Channel 4, Google Play, MediaCom, The Outfit and Universal Music label Capitol have all been working on the project.