Channel 4 is known for its bold programmes including Naked Attraction, which sees singletons strip off in a bid to find love.
Now, bosses at the broadcasting company are set to break the final taboo in the television industry and air an erect penis for the first time.
A unique documentary, Me & My Penis, will see men drop their boxers and flash their excited manhood in a series of images and video footage.
Eight men are believed to be taking part in the show which will air this evening.
Guys will be seen posing completely naked for portraits while they tackle issues, shattering the male stereotype.
One chap stands with an erection on full display as he is snapped in all his glory.
Speaking to The Sun, a telly insider said: "This shatters one of the final no-go areas on terrestrial TV because regulations forbid an erect penis being shown in a sexual context.
"But as these aroused private parts are shown in an entirely artistic context, filming them doesn’t break any rules."
The mole goes on to add: "Channel 4 also clearly feel that in more open-minded times, there's likely to be fewer complaints from viewers — particularly as the show airs at 10pm which is well after the watershed."
While being photographed by artist Ajamu X, the string of fellas will delve into topics such as abuse, infertility and post-traumatic stress disorder.
Speaking about the documentary, Shaminder Nahal, Commissioning Editor at Channel, 4 said: "The men taking part deal with everything from sex to violence, fear and love, masturbation and ejaculation.
"While we get to see a range of penises and erections – we also see the men explore deep, often hidden, feelings in their photography sessions – and start a conversation about our bodies and ourselves."
Previously, broadcasting regulator Ofcom stated that there had been a ban on television shows showing "images and/or language of a strong sexual nature which is broadcast for the primary purpose of sexual arousal or stimulation."
Me and My Penis airs tonight at 10pm on Channel 4.