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The X Factor revamps its online presence

The X Factor revamps its online presence

This August, the multi BAFTA award-wining entertainment show, The X Factor, is exploding back on the web having appointed interactive specialists, Pancentric Digital, to redesign its online presence.

Following a formal pitch process, a panel made up of talkbackTHAMES digital, ITV and Syco commissioned Pancentric Digital, marking the latest in a series of high-profile wins for the agency.

Pancentric Digital will work closely with The X Factor’s in-house teams to design a new website that delights fans of the show with unique, entertaining and interactive content that celebrates all things X Factor. Of Pancentric Digital’s appointment, Oliver Davies, Producer, talkbackTHAMES digital, says “As one of the biggest entertainment formats on British television, our job is to ensure that The X Factor’s multi-platform proposition is the biggest and best. Pancentric Digital impressed with their ideas and results-driven approach, underpinned by a proven track record in our sector of bringing together multiple channels to perform for the commercial advantage of the broadcaster.”

Richard Williams, Controller, Multiplatform Commissioning & Digital, ITV said; "The X Factor is one of our biggest digital brands, with a passionate and dedicated fanbase. Getting the online and on demand user experience right for a show like this is a crucial part of harnessing that passion and I'm confident that Pancentric will work with us to set the bar high for these kind of entertainment formats."

The dynamic site will evolve as the show progresses, unveiling new content and features at each of the key X Factor stages from the auditions to boot-camp through to the judges’ houses and the live finals. Creating an intuitive user experience is front of mind for Pancentric Digital’s usability experts who will focus on improving the navigation experience based on content stories and facilitating the discoverability of content.

Using semantic web techniques the agency intend to make the users’ experience more relevant and personal serving up more of the content that matters most to the user from highlight clips, backstage gossip, news, views, photos, mash-ups and celebrity interviews.

The new website will keep the nation’s appetite for sharing their views and opinions on The X Factor via social media channels better satiated on-site by integrating social elements and features throughout the site as well as aggregating social content in a meaningful way.

James Prebble, Strategy Director, Pancentric Digital says “The British public has an enduring love affair with The X Factor and we wanted to tap into all those emotions through the new website. By putting The X Factor fans at the heart of our strategy we aim to increase interaction on site and help fans discover and share more of the content that matters to them most.”

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