Samsung takes centre stage with X Factor placement deal


Manufacturer’s products to feature on the ITV talent show, as well as online diaries on the programme’s website, Facebook page and Twitter feed

Samsung has signed a deal with The X Factor to have its phones and tablets appear in the talent show television programme.

The agreement with ITV, FremantleNedia Enterprises and Syco sees the first paid-for-placement of a product in The X Factor in the UK.

Samsung’s devices will appear in the ITV1 series from the judges’ house stage of the competition, which starts this Saturday (September 29).

They will also be visible in The Xtra Factor on ITV2, as well as within online diaries to be featured on The X Factor website, Facebook page and Twitter feed.

The partnership will be supported with Samsung-branded digital display across The X Factor website, with a dedicated Android application, which will be available on the Samsung Galaxy Note II (pictured), also in development. Each of the contestants qualifying for the live stages will receive a Samsung phone and tablet.

Samsung Electronics UK and Ireland head of brand and communications Avikar Jolly said: “We’re excited to be working with ITV and FremantleMedia Enterprises on this partnership for The X Factor. We pride ourselves on our devices being innovative and industry-leading so the fact this is a ‘first’ fits perfectly with our own ethos and ambitions as a brand.”

ITV sales director Mark Trinder said: “We are delighted to be working with Samsung and this initiative is a key part of a wider and integrated multiplatform partnership. Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.”