Samsung has signed a product placement deal with The X Factor, with its phones and tablets to appear on the ITV show.
From Saturday (29 September), Samsung devices will feature in the judge houses stage of the competition, as well as on ITV2's The Xtra Factor and online video diaries. Samsung will run advertising on The X Factor's website and a special Android app is being developed 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.'
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, senior vice-president for 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.'
Editor: Graeme Neill