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‘X’ marks the online spot

If you had a conversation about the online realm during mip, chances are the words 'community' and 'user-generated' came up. It's savvy, then, of LYCOS.co.uk, FremantleMedia and Talkback Thames to have recently joined forces to launch a campaign based on those very concepts. Their online initiative is built around ITV1's successful talent performance series, The X Factor.
November 1, 2006

If you had a conversation about the online realm during MIP, chances are the words ‘community’ and ‘user-generated’ came up. It’s savvy, then, of LYCOS.co.uk, FremantleMedia and Talkback Thames to have recently joined forces to launch a campaign based on those very concepts. Their online initiative is built around ITV1′s successful talent performance series, The X Factor.

Using the community-focused Fan Central section of the show’s website, fans can now post clips of themselves performing, and are urged to vote for fave clips posted by peers. ‘A lot of what we’re doing in the interactive space now will hopefully be driven by revenues further down the line,’ says Dominic Burns, VP of licensing, UK at FremantleMedia Licensing Worldwide. ‘But [right now we want to] understand what’s going to ignite the users’ interest and be relevant to them around our brands.’

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at mkashty@brunico.com, and you can follow her on Twitter @MegKashty

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