Fremantle allows viewers to bet on latest TV talent show

net1

TV production giant Fremantle has struck a deal with bookmaker Blue Square to allow viewers of its new Simon Cowell talent search co-production The X Factor to bet on the outcome of the ITV series.

It's the first time Fremantle has provided betting around one of its shows in the UK, but it's likely to become a regular fixture as the firm's interactive division looks to build new revenue streams.

Digital TV audiences tuning in to The X Factor over the 15 weeks of the series will be able to access casino-style iTV gaming via a tie-up with Littlewoods Gaming.

Nokia, which is on- and off-air sponsor of the series, is backing a suite of iTV services, including its own site, that will promote a range of handsets, such as the new 7610 megapixel camera phone.

Naturally, mobile is also forming a major strand of activity, with voting, SMS and MMS updates, Java games and ringtones all available, as well as X Factor co-branded Nokia phones going on sale.

An online picture gallery photographed using the 7610 will feature alongside a behind-the-scenes exclusive online video offer. Fremantle has followed last year's partnership in this space with RealNetworks for Pop Idol 2 with a similar deal around The X Factor.

But it's the betting and gaming that Fremantle is particularly keen on as a means of building new revenue streams for its business.

'It's an area we're investing in,' said Claire Tavernier, senior VP of Fremantle Interactive. 'On iTV the only thing people are spending money on is gambling. The next big thing will be mobile gambling.'

The X Factor starts on Saturday 4th September.