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| Joe McElderry wins X Factor crown | Joe McElderry wins X Factor crown |
| (about 1 hour later) | |
| Eighteen-year-old Joe McElderry has beaten Olly Murs to win the sixth series of the ITV talent show X Factor. | Eighteen-year-old Joe McElderry has beaten Olly Murs to win the sixth series of the ITV talent show X Factor. |
| The pair battled it out on primetime TV across the weekend to win a lucrative £1m recording contract. | The pair battled it out on primetime TV across the weekend to win a lucrative £1m recording contract. |
| More than 10 million viewers voted in the final show of the series, which has dominated TV screens this autumn. | More than 10 million viewers voted in the final show of the series, which has dominated TV screens this autumn. |
| It is the second consecutive year judge Cheryl Cole has mentored the winner. "I can't even speak," said McElderry. "Thank you so much everyone." | It is the second consecutive year judge Cheryl Cole has mentored the winner. "I can't even speak," said McElderry. "Thank you so much everyone." |
| "I feel over the moon, I'm absolutely delighted," said Cole, who comes from the same area as McElderry. | "I feel over the moon, I'm absolutely delighted," said Cole, who comes from the same area as McElderry. |
| "The right person won. I'm so proud of you. The North East are going to be going mad." | "The right person won. I'm so proud of you. The North East are going to be going mad." |
| Former call centre worker Murs beat 200,000 hopefuls to the final Your reaction to the result | Former call centre worker Murs beat 200,000 hopefuls to the final Your reaction to the result |
| "I couldn't believe it," McElderry later told spin-off show ITV2's Xtra Factor. "I feel like I'm floating... I just feel like jelly." | "I couldn't believe it," McElderry later told spin-off show ITV2's Xtra Factor. "I feel like I'm floating... I just feel like jelly." |
| "I've had the best experience of my life." | "I've had the best experience of my life." |
| Runner up Olly Murs, 25, was gracious in defeat, calling his rival "phenomenal". | Runner up Olly Murs, 25, was gracious in defeat, calling his rival "phenomenal". |
| "I came out there fighting, did the best I could, and the best guy won. Joe deserves it." | "I came out there fighting, did the best I could, and the best guy won. Joe deserves it." |
| Festive hit | Festive hit |
| Simon Cowell, the show's creator and Murs's mentor, told McElderry he was "gutted for Olly" but "thrilled for you because you're brilliant". | Simon Cowell, the show's creator and Murs's mentor, told McElderry he was "gutted for Olly" but "thrilled for you because you're brilliant". |
| McElderry won almost two-thirds (61.3%) of the votes in the final, compared with just over a third (38.7%) for Murs, according to voting statistics released on The X Factor website. | McElderry won almost two-thirds (61.3%) of the votes in the final, compared with just over a third (38.7%) for Murs, according to voting statistics released on The X Factor website. |
| The student, from South Shields on Tyneside, had been the bookmakers' favourite to win the series. | The student, from South Shields on Tyneside, had been the bookmakers' favourite to win the series. |
| Winner Joe McElderry first performed on the show in 2007 | Winner Joe McElderry first performed on the show in 2007 |
| However, ahead of Sunday's final, judge Cowell insisted "there could be an upset". | However, ahead of Sunday's final, judge Cowell insisted "there could be an upset". |
| After the announcement McElderry performed the Miley Cyrus track The Climb, which will be this year's X Factor single and is widely tipped to be the Christmas number one. | After the announcement McElderry performed the Miley Cyrus track The Climb, which will be this year's X Factor single and is widely tipped to be the Christmas number one. |
| "Christmas chart success is virtually assured," said Nick Weinberg from Ladbrokes, who have cut McElderry's odds of a festive hit to 1/8. | |
| Sunday's high-profile finale included performances from George Michael and Sir Paul McCartney, who was joined by Murs, McElderry and fellow contestants in a rendition of Drive My Car. | Sunday's high-profile finale included performances from George Michael and Sir Paul McCartney, who was joined by Murs, McElderry and fellow contestants in a rendition of Drive My Car. |
| The show opened with this year's 12 finalists - including infamous twins John and Edward Grimes - singing Take That's Never Forget. | The show opened with this year's 12 finalists - including infamous twins John and Edward Grimes - singing Take That's Never Forget. |
| Also on stage during the two-hour extravaganza were the 2008 X Factor winner Alexandra Burke - who sang with last year's runners up, JLS - and Leona Lewis, who triumphed in the 2006 series and has become a huge star on both sides of the Atlantic. | Also on stage during the two-hour extravaganza were the 2008 X Factor winner Alexandra Burke - who sang with last year's runners up, JLS - and Leona Lewis, who triumphed in the 2006 series and has become a huge star on both sides of the Atlantic. |
| Olly Murs and Joe McElderry were in the X Factor final | Olly Murs and Joe McElderry were in the X Factor final |
| The final instalment in the contest - which followed Stacey Soloman's departure on Saturday - began with Murs and McElderry performing their favourite song of the series. | The final instalment in the contest - which followed Stacey Soloman's departure on Saturday - began with Murs and McElderry performing their favourite song of the series. |
| Murs performed Twist And Shout, while McElderry - better known for his ballads - gave an upbeat rendition of Don't Stop Believing. | Murs performed Twist And Shout, while McElderry - better known for his ballads - gave an upbeat rendition of Don't Stop Believing. |
| "Geordie Joe - you're got everything: the voice, the attitude, the charm," said judge Louis Walsh. "Small boy, big voice - and a great future." | "Geordie Joe - you're got everything: the voice, the attitude, the charm," said judge Louis Walsh. "Small boy, big voice - and a great future." |
| "You would have a hit record with that song, it was that good," said Cowell. | "You would have a hit record with that song, it was that good," said Cowell. |
| Both contestants went on to sing their versions of The Climb, but despite admiration for Murs, Walsh maintained McElderry "had the edge", calling it "a note-perfect performance". | Both contestants went on to sing their versions of The Climb, but despite admiration for Murs, Walsh maintained McElderry "had the edge", calling it "a note-perfect performance". |
| Cowell remarked that nerves had led to a shaky start from McElderry, but added he was "brilliant in the last half". | Cowell remarked that nerves had led to a shaky start from McElderry, but added he was "brilliant in the last half". |
| "I can't call this now, I really can't," he said. | "I can't call this now, I really can't," he said. |
| Lucrative series | Lucrative series |
| Ahead of the result, an emotional Cole, recalled her own break, in another TV talent show, Popstars: The Rivals. | Ahead of the result, an emotional Cole, recalled her own break, in another TV talent show, Popstars: The Rivals. |
| "I've lived the dream - now I just want to see you live yours," she told McElderry. | "I've lived the dream - now I just want to see you live yours," she told McElderry. |
| Simon Cowell's X Factor has played a major role in ITV's resurgence | Simon Cowell's X Factor has played a major role in ITV's resurgence |
| This year's X Factor is expected to be extremely lucrative for ITV1. | This year's X Factor is expected to be extremely lucrative for ITV1. |
| The series has dominated peaktime viewing on both Saturday and Sunday throughout the autumn. | The series has dominated peaktime viewing on both Saturday and Sunday throughout the autumn. |
| The 40 ITV1 shows are thought to have brought in more than £75m in advertising, plus revenue from the phone-votes. | The 40 ITV1 shows are thought to have brought in more than £75m in advertising, plus revenue from the phone-votes. |
| One analyst claims the total benefit to ITV is almost £100m, including income from showings on its website itv.com and the ITV2 spin-off show. | One analyst claims the total benefit to ITV is almost £100m, including income from showings on its website itv.com and the ITV2 spin-off show. |
| But despite the hype that has surrounded this year's show, not all winners in the show's six series have gone on to enjoy global success. | But despite the hype that has surrounded this year's show, not all winners in the show's six series have gone on to enjoy global success. |
| Leon Jackson, who won the competition in 2007, was dropped after his debut album charted at number four in the UK, while Steve Brookstein - the winner of series one - was also dropped eight months into his contract, despite a number one single and album. | Leon Jackson, who won the competition in 2007, was dropped after his debut album charted at number four in the UK, while Steve Brookstein - the winner of series one - was also dropped eight months into his contract, despite a number one single and album. |