One of the most familiar situations for football viewers in the streaming era occurs right before a goal. The ball approaches the penalty area, the tension rises – and then a shout is heard from the next–door apartment, or a push notification on the phone reveals the score even before the image updates on the screen. The delay in internet broadcasts has become an integral part of the viewing experience in recent years, especially during major sports events.
At Cellcom TV, they are trying to turn precisely this point into a competitive advantage ahead of the 2026 World Cup. The company launched a new campaign starring Yael Elkana, focusing on Ultra Live technology – a system that according to Cellcom enables viewing with particularly low latency compared to other broadcasting services.
According to the company, this is a gap of up to 22 seconds compared to other alternatives in the market. The technology is available both on set–top boxes and on smart TV applications, a field where the delay problem is particularly noticeable among OTT users.
The new campaign is built around a familiar situation: The neighbor who celebrates the goal too early and ruins the peak moment for others. Elkana addresses Cellcom TV customers in the videos and asks them to "Celebrate with restraint", so as not to reveal the score to the other viewers in the building.
Concurrently, Cellcom will launch a dedicated World Cup package that will include Cellcom TV+, 1 Gbps fiber internet, the Sport 1 package for the duration of the tournament, and additional benefits. As part of the promotion, a special edition of a smart projector for watching the games on a large screen will also be offered.
The 2026 World Cup will be held for the first time in three countries simultaneously – the United States, Canada, and Mexico – and the games are expected to be broadcast in Israel during the evening and night hours. For television and streaming companies, this is one of the largest and most significant viewing events in recent years, and Cellcom is choosing to focus its message mainly on broadcasting speed and the real–time viewing experience.