fremantle. a desktop and mobile marketing tool to deliver up-to-the-minute news, alerts and betting opportunities direct from ITV's hit show, The X Factor.

The X-Factor was seeking means to increase interactivity and engage their audience beyond the Saturday night show. Desktop Dino was created to open up new marketing channels and deliver time sensitive news, alerts and betting opportunities to fans.

The new star, who made his debut on the show's official website, brought all the latest news, gossip and backstage stories from the show to fans, as it happened, throughout the week. Dino talked about the best and worst of the contestants and during the live shows, he gossiped with the finalists.

Dominic Burns, Vice President, Licensing, UK, FremantleMedia Licensing Worldwide commented:

"We are very excited to be taking bolder and more creative steps in 2006 which we believe will further enhance the brand's appeal and the website's usability.

Yomego is an important partner for FremantleMedia and this agreement underpins our strategy to work with leading service providers."

Web site

http://www.itv.com/xfactor

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