[michael21]

http://m.broadcastnow.co.uk/5047318.article

The X Factor viewers will be able to vote for their favourite contestants from the start of the show for the first time from this weekend.

The development follows research conducted by ITV and Fremantle in 2011. The work, looking at voting behaviour, found that viewers wanted to interact with shows in a more immediate way.

Voting lines will open on Saturday at the start of the show and will stay open until the Sunday evening results show. Previously, lines were opened at the end of the performances. The model of voting being adopted has already been used on ITV talent show Superstar and the National Television Awards.

The X Factor already has a ‘Tap to Clap’ mobile app, which passed 100 million interactions in September 2011. ITV says this demonstrates the appetite for interaction.

As well as opening the voting earlier, mobile short dial codes are being introduced that will allow viewers to vote using their mobiles at a fixed price of 35p per vote, regardless of their network. Britain’sGot Talent and BBC1’s The Voiceboth use shortcodes for voting.

ITV director of interactive Ann Cook said: “We’ve been listening to our viewers and they are highly engaged and connected. They want to have their say on our shows in real-time and to know exactly what they are paying.”

Fremantle Media Enterprises senior vice-president of licensing and entertainment Dominic Burns added: “The new voting initiative will help to strengthen the viewers’ role as star-makers.”