MUMBAI: ITV and FremantleMedia Licensing Worldwide (FLW) have inked a mobile video agreement for The X Factor.

Fans of the UK's biggest ever televised talent search will be able to watch clips of memorable events from the show. There will also be news and gossip via SMS and MMS alerts, ringtone and wallpaper downloads plus competitions, games and quizzes. The X Factor will be the first programme brand to be launched on the new ITV Mobile portal.

ITV commercial development director Jane Marshall said, "The X Factor is producing some of the best entertainment on TV right now and we're therefore pleased to be launching our portal with it. This marks the start of a major roll-out of mobile content services by ITV."

FLW vice president, licensing Dom Wheeler added, "We are always looking at innovative ways to translate our brands into the multi-media space and mobile is a very important medium for us. By providing top-quality programme clips and exclusive footage from The X Factor direct to mobile phones, our fans will be able to continue enjoying and experiencing the highs and lows of the show whenever and wherever they like. Last year, The X Factor was one of few programmes on British TV to interact with its audience via several different platforms and we hope that the show will be just as successful this year."

The first series of The X Factor proved a massive ratings winner for ITV with over 10 million viewers (42.2 per cent share) tuning in to see Steve Brookstein walk away with a one million pound Sony BMG recording contract. The results show ranked No. 1 in its timeslot and in its target demo of young adults, was the highest rating show of the day across all channels.

Once again, FLW is representing all ancillary rights to the show and is targeting a core audience of 16-24-year-olds with a comprehensive licensing programme.