A FIREMAN fell to his death while trying to turn off a porn film that began playing on a giant advertising billboard after it was targeted by hackers.

The firefighter was killed after climbing up onto the huge screen to try to stop it showing a clip from a sex film.

2 Naked woman could be seen in provacative poses on the billboard Credit: CEN

Computer hackers had swapped ads for explicit images on the massive roadside screen in Mexico City.

Firefighters were called amid fears the smutty video would distract motorists.

But while Alvaro Jimenez Gonzalez was trying to switch off the naughty video he lost his footing and plummeted to the ground below.

The director of the fire brigade, Raul Esquivel, confirmed that a fireman had died.

He said: "We regret the death of our pal Alvaro Jimenez Gonzalez from the fire brigade.

"All the support of our institution and of the government of Mexico will go to the family or our friend."

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The footage went viral on social media networks and the authorities scrambled to turn off the screen.

The video had began playing in the middle of the day after hackers targeted the screen, which is located in an area called San Antonio in the Mexican capital.

Drivers on the nearby Periferico Sur motorway were surprised to see the revealing images of a woman writhing with a sex toy between her legs.

One motorist used his mobile phone to record the giant advertisement panel as it displayed the pornographic material.

2 The fireman was dispatched in a bid to end the explicit display that was visible to young and old Credit: CEN

The company who own the advertising board apologised to anyone who had seen the video after it began playing on a loop in Mexico city.

A spokesman for Carteleras.com, said: "We know the discomfort of this to passersby, drivers and society in general.

"Therefore we are investigating the case with authorities".

This is not the first time billboards have been hacked into and had porn put on them.

As reported in October, a man was arrested and accused of streaming porn onto a giant electronic billboard during rush hour could face six years behind bars.

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