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ITV Syco The X Factor

X Factor appoints Pancentric Digital to revamp online presence

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By The Drum Team, Editorial

July 7, 2011 | 2 min read

The X Factor is coming back on screens in August, and Pancentric Digital has been hired to help design a new website.

ITV, Syco and talkbackTHAMES digital commissioned Pancentric to help update the website, with the brief being to develop a website that has all the latest news and gossip, with interactive and social features.

James Prebble, strategy director at Pancentric Digital, said: “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.”

Navigation will also be an area to be looked at by Pancentric, as they try to make the site accessible for both those with a casual interest in the show and the fanatics who want to know everything.

Richard Williams, controller of multiplatform commissioning and digital at 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."

ITV Syco The X Factor

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