X Factor trounces opposition with 40% viewing share

By Sam Matthews, Brand Republic 22-Aug-05, 11:00

LONDON – ITV's 'X Factor', which began its second series on Saturday, pulled in 6.6m viewers leaving BBC One reality show 'He's Having a Baby' out in the cold with 2.4m.

'X Factor' also managed to reach 1.7m more viewers than its debut night last year as the judges began the task of wading through the best and the worst that Britain has to offer.

ITV controller of entertainment Claudia Rosencrantz said: "The X Factor has returned stronger than ever with a great mix of talent."

The series walked all over Davina McCall's new BBC One entertainment show 'He's Having A Baby', which received less than 16% of the audience share. A BBC spokeswoman defended the series that tracks eight men as they become fathers.

"It is a family show and is a unique format. We are hoping people will join the fathers as they continue their journey," she said.

The 'X Factor' ratings win will serve as a much needed boost for ITV after failing to come up with a successful Saturday night format so far this year.

The Vernon Kay-fronted 'Hit Me Baby One More Time' flopped with fewer than 3m viewers, and 'Celebrity Wrestling' was pulled from its primetime slot halfway through its eight-week run after attracting only 2m viewers.

This latest instalment of 'X Factor' attracted 75,000 applicants, the most for a reality TV series to date, and 25,000 more than last year's series.

Returning judge Simon Cowell, whose production company Syco makes the series with Talkback Thames, said that 90% of the auditionees are "completely nuts" this year.

"It's basically a musical version of 'Little Britain'," he said.

Among the contestants who will be seen this year are middle-aged dairy farmer Justin, who on failing to get through the first set of auditions, returns in full drag as Justine.

The older brother of 'Fame Academy' star Lemar Obika is already being tipped as a potential winner of the 'X-Factor'. Derane Obika, 28, impressed judges Simon Cowell, Sharon Osbourne and Louis Walsh with his voice.

Seperately, ITV is planning to launch a new television service for mobile phone users, which will allow them to download out-takes from the series from the ITV website.

Charles Allen, chief executive of ITV, is expected to announce the service next month.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.