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ITV Live was originally and very successfully launched for the 2010 FIFA World Cup, when over two million unique users used the social TV format across the tournament, with each user spending an average of 46 minutes per visit on the platform. Built in conjunction with Monterorsa, ITV Live allows users to interact with a range of online tools, such as chat, video and facts, while watching the action on the big screen.
Kate Bradshaw, Deputy MD and Head of Online Commissioning, ITV.com said:
"We are very excited to have created an ITV Live experience for The X Factor this year. As the series hots up, ITV Live will offer fans new and exciting ways to get more of The X Factor and the stars it creates. The X Factor 2010 ITV Live experience offers video, chat, polls, facts, photos and Facebook/Twitter sync ups for fans to get even more involved with the show on Saturday nights.
Robert Marsh, Head of talkbackTHAMES digital, added:
"Social media and online content is a key part of our strategy for evolving The X Factor format, and The X Factor on ITV Live will enable fans of the show to interact with each other and share their excitement as never before. As the tension builds with the live show stages, online audiences will be able to fully immerse themselves in The X Factor and enjoy the action online while watching the show.”
Established in 2003, Monterosa is the UK market leader in this emerging sector. They specialise in creating live social experiences around TV and events and making passive experiences into involving social events which resonate and drive value for audiences, broadcasters/networks and rights holders. Their clients include many of the UK's largest broadcasters and production companies.