It seems bosses at ITV are jumping aboard the digital revolution, as they announce an updated X Factor mobile app which allows viewers at home to become a ‘Fifth Judge’ of the talent show, meaning they can “play the role of judge from the comfort of their own living rooms.”
The launch of the new series happens this weekend (Saturday 31st August) and the new technology will allow viewers to predict in real time which acts will sail through the next round of the competition, and which acts they think will flounder.
Head of interactive at FremantleMedia UK, Peter Cassidy, commented: “The best thing about digital platforms is that they bring the audience closer to the shows they love…with innovations like the Fifth Judge game, we expect that viewers will feel part of the show like never before.”
Athena Witter, executive producer of entertainment at ITV Online, added: “Interactivity is a real focus this series and our improved digital offering is all about providing fans with more opportunities to be truly integrated with the show. We are also very excited to be launching the new X Factor website, offering fans all the exclusive content and backstage gossip throughout the series.”
By utilising digital technology to encourage viewers to play along and compete with others over their predictions via the mobile app, X Factor bosses are successfully making moves to ensure higher interaction with the show, thus enhancing the X Factor brand in the process. Well played, Cowell.