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ITV Fremantle Media Syco

The X Factor set to unveil product placement of Samsung

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By The Drum Team | Editorial

September 27, 2012 | 2 min read

ITV, FremantleMedia Enterprises, Syco and Samsung have today announced an agreement for Samsung to become the first paid for product placement on The X Factor in the UK.

Samsung devices, including mobile phones and tablets, will be shown in the series from the judges’ houses stage, as well as digital placement within online video diaries and a dedicated The X Factor Android app for the Samsung Galaxy Note II.

Avikar Jolly, head of brand and communications at Samsung Electronics UK and Ireland, 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.”

The partnership was negotiated by Starcom’s content division Liquid Thread on behalf of Samsung, and will also see each contestant going through to the live shows receiving a new phone and tablet.

Mark Trinder, sales director at ITV, 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.”

Dominic Burns, SVP of licensing and entertainment at FremantleMedia Enterprises, said: “Samsung is a fantastic brand and the perfect partner to pioneer product placement on The X Factor. We look forward to working with Samsung to make this key multi-platform relationship a success.”

ITV Fremantle Media Syco

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