There is certainly a need for it when massive traffic volumes are generated by large sporting events such as the World Cup. EE has reported that the goal scored by ex-Everton player Tim Cahill for Australia at 5.21pm on Wednesday 18th June resulted in the biggest ever single data spike across the EE network as people took to social media and streaming services to watch replays of the goal.
So this technology would not help - these people were not watching a single stream broadcast to all users simultaneously, they were all individually served the content as they demanded it.
So yes, super cool to be able to broadcast TV within a cell (although, if you're at the game, just watch the game?), but it will do sweet FA with managing the demand of people who are not at the game and want to watch snippets of it at a time that suits them.