News

‘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
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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