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The X Factor: the beginning of the end? X Factor's tune may be about to fall flat, as audiences dwindle
(35 minutes later)
There comes a time when every television programme has to face the music: and having lost 6 million viewers in just two years, The X Factor, with no Simon Cowell in sight, heads towards its final weekend of shows in front of 10,000 people in Manchester with people asking for the first time whether the format is reaching the beginning of the end.There comes a time when every television programme has to face the music: and having lost 6 million viewers in just two years, The X Factor, with no Simon Cowell in sight, heads towards its final weekend of shows in front of 10,000 people in Manchester with people asking for the first time whether the format is reaching the beginning of the end.
Jahmene Douglas, the bookies' favourite, James Arthur and underdog Christopher Maloney are the three men battling it out for that "£1m record contract", but their battle of the ballads has failed to excite the public. X Factor's ratings are down 2 million on last year, when Little Mix won, with an average audience in this, the ninth season, of 8.9 million.Jahmene Douglas, the bookies' favourite, James Arthur and underdog Christopher Maloney are the three men battling it out for that "£1m record contract", but their battle of the ballads has failed to excite the public. X Factor's ratings are down 2 million on last year, when Little Mix won, with an average audience in this, the ninth season, of 8.9 million.
More worryingly still for ITV, the slump is more severe when compared to the record-breaking series of two years ago – which launched the careers of One Direction – with viewing down 40%. Advertising revenues are down by an estimated 10% also, on what is intended to be ITV's biggest-grossing weekend of the year.More worryingly still for ITV, the slump is more severe when compared to the record-breaking series of two years ago – which launched the careers of One Direction – with viewing down 40%. Advertising revenues are down by an estimated 10% also, on what is intended to be ITV's biggest-grossing weekend of the year.
Nevertheless, 12 million people are expected to tune in on Saturday for the first night of the two-part final, while 13 million are likely to be watching to see which of the three hopefuls is crowned the winner on Sunday night at just after 9.30pm. At least one in three of all people watching television at those times will be tuning in.Nevertheless, 12 million people are expected to tune in on Saturday for the first night of the two-part final, while 13 million are likely to be watching to see which of the three hopefuls is crowned the winner on Sunday night at just after 9.30pm. At least one in three of all people watching television at those times will be tuning in.
Ben Preston, the editor of the Radio Times, said: "After the Olympics, the nation got hooked on celebrating real talent.Ben Preston, the editor of the Radio Times, said: "After the Olympics, the nation got hooked on celebrating real talent.
"Watching young people who dedicated their lives to a craft a skill and a sport and who succeeded through sweat and dedication, and the X Factor is looking a little tawdry. Even Strictly looks Olympian in comparison.""Watching young people who dedicated their lives to a craft a skill and a sport and who succeeded through sweat and dedication, and the X Factor is looking a little tawdry. Even Strictly looks Olympian in comparison."
However, ITV says there will be no cameo, viewer-boosting appearance from the programme's creator, Simon Cowell, in Los Angeles filming at the similarly pressured US version of The X Factor. Instead ITV will offer up the conventional singing power of Kylie Minogue, with One Direction and Rihanna – whose raunchy performance two years ago led to a rap on the knuckles from Ofcom – among those appearing on Sunday.However, ITV says there will be no cameo, viewer-boosting appearance from the programme's creator, Simon Cowell, in Los Angeles filming at the similarly pressured US version of The X Factor. Instead ITV will offer up the conventional singing power of Kylie Minogue, with One Direction and Rihanna – whose raunchy performance two years ago led to a rap on the knuckles from Ofcom – among those appearing on Sunday.
ITV declined to put up one of its executives to talk about the programme ahead of transmission, resorting instead to bland, upbeat statements in which the broadcaster said that the "talent lineup has been fantastic this series" and that the "X Factor is one of the biggest entertainment shows on television".ITV declined to put up one of its executives to talk about the programme ahead of transmission, resorting instead to bland, upbeat statements in which the broadcaster said that the "talent lineup has been fantastic this series" and that the "X Factor is one of the biggest entertainment shows on television".
Nevertheless, an overhaul of the programme and its judges – led by Gary Barlow – seems likely in the new year, given that ITV is committed to another series on its current deal with the absentee judge. Nevertheless, an overhaul of the programme and its judges – led by Gary Barlow – seems likely in the new year, given that ITV is committed to another series on its current deal with the absentee Cowell.
Even Tulisa Contostavlos seems to have been hit by the X Factor curse, with her debut album The Female Boss entering the midweek charts at a disappointing number 17, despite promotion on the show.Even Tulisa Contostavlos seems to have been hit by the X Factor curse, with her debut album The Female Boss entering the midweek charts at a disappointing number 17, despite promotion on the show.
The broadcaster will generate £13m-£14m in TV advertising revenue from the shows on both Saturday and Sunday night, with advertisers paying from £150,000 to £170,000 per 30-second slot. But the overall fall in audiences and prices – at its peak, X Factor spots were going for more than £200,000 – means that the broadcaster is expected to be £4m short on 2011's haul of revenue. Over the whole season the once £100m programme will generate about £85m.The broadcaster will generate £13m-£14m in TV advertising revenue from the shows on both Saturday and Sunday night, with advertisers paying from £150,000 to £170,000 per 30-second slot. But the overall fall in audiences and prices – at its peak, X Factor spots were going for more than £200,000 – means that the broadcaster is expected to be £4m short on 2011's haul of revenue. Over the whole season the once £100m programme will generate about £85m.
Those figures show that it has been a testing year for a programme that undeniably struggled for attention against a resurgent Strictly, boosted by the shrewd choice of Victoria Pendleton and Louis Smith as contestants, tying in the BBC1 show to the popularity of the Olympics.Those figures show that it has been a testing year for a programme that undeniably struggled for attention against a resurgent Strictly, boosted by the shrewd choice of Victoria Pendleton and Louis Smith as contestants, tying in the BBC1 show to the popularity of the Olympics.
Strictly, which does not end until 22 December, will finish ahead in the ratings for the first time in five years with an average audience of about half a million viewers more per programme.Strictly, which does not end until 22 December, will finish ahead in the ratings for the first time in five years with an average audience of about half a million viewers more per programme.
But ITV's relationship with the Cowell production machine – his company Syco – will continue over the Christmas period when ITV airs its "X Factor for dogs" programme. Called That Dog Can Dance!, the show will air on Boxing Day and will be co-hosted by Christine Bleakley and Pudsey, the dancing dog, who, with his owner Ashleigh Butler triumphed in this year's other Cowell-format, Britain's Got Talent.But ITV's relationship with the Cowell production machine – his company Syco – will continue over the Christmas period when ITV airs its "X Factor for dogs" programme. Called That Dog Can Dance!, the show will air on Boxing Day and will be co-hosted by Christine Bleakley and Pudsey, the dancing dog, who, with his owner Ashleigh Butler triumphed in this year's other Cowell-format, Britain's Got Talent.