BT Sport has broadcast a football match straight to viewers' smartphones.
Last week, viewers could watch the Champions League quarterfinal between Juventus and Tottenham Hotspur directly through the BT Sport mobile app. BT didn't announce this until after the match.
The high definition HDR telecast was beamed to a beta version of the app from Wembley Stadium's cameras over 4G by EE, the mobile network owned by BT.
The trial is significant because it uses less data than other methods of data streaming, BT says. This would make it more affordable for fans, instead of them racking up a huge phone bill.
"Mobile viewers are an important and growing part of our audience, and we're constantly focusing on innovating to ensure the best possible experience for our sports fans," said Jamie Hindhaugh, BT Sport's chief operating officer.
"HDR is the future for mobile – the technology is perfect for getting the most out of the small screen, with incredible colour and definition."
HDR stands for high dynamic range. It's a technology first used in photography, and makes for a bigger difference between the light and dark parts of the picture, giving it more depth and making it more lifelike.
In the US, NBC and Verizon have trialled the same streaming technology.