Fox made headlines during their upfront in May by announcing the Britney Spears would be one of the new judges for the second season of the X Factor. Now the season has kicked off and competition with The Voice for linear and social TV ratings has heated up. The latest success is the impressive social TV growth celebrity Britney Spears has seen hit her channels since joining the X Factor. Here are the details.
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Last season's "The X Factor" on FOX enabled fans to vote via direct messages, thanks to an assist from Twitter. And this Wednesday's premiere of season 2 takes up Twitter's favorite voting methodology -- hashtags -- by pitting a new slate of judges against each other in a popularity contest. This season kicks off with the debut of judge Britney Spears with #MrNiceGuy Simon Cowell.
The X Factor iPad app disappointed me at first. Upon opening, it thought I lived on the East Coast, popping up a countdown for Thursday night's show while I watched Wednesday's show live on TV (I live in Seattle). But then I saw the "synchronize" button at the bottom of the app. I touched, and after a few moments of listening to my TV, it transformed the app into a synched second-screen experience.
For the first time, Twitter is working with Syco Television, FremantleMedia and Fox to allow X Factor fans and viewers to vote on contests via DM on Twitter in addition phone and text message. The release explains:
Fans can vote via Twitter using the instructions and prompt at twitter.thexfactorusa.com. Once fans sign up for Twitter, they must then follow @TheXFactorUSA and cast their votes via Direct Message. Direct Messaging is a private way to communicate on Twitter. Votes will not be publicly visible. Tweets will not count as votes.