'X' marks the online spot

If you had a conversation about the online realm during MIP, chances are the words 'community' and 'user-generated' came up. It's savvy, then, of LYCOS.co.uk, FremantleMedia and Talkback Thames to have recently joined forces to launch a campaign based on those very concepts. Their online initiative is built around ITV1's successful talent performance series, The X Factor.

Using the community-focused Fan Central section of the show's website, fans can now post clips of themselves performing, and are urged to vote for fave clips posted by peers. "A lot of what we're doing in the interactive space now will hopefully be driven by revenues further down the line," says Dominic Burns, VP of licensing, UK at FremantleMedia Licensing Worldwide. "But [right now we want to] understand what's going to ignite the users' interest and be relevant to them around our brands."