Case Study - The X Factor

In recent years, 'The X Factor' has been struggling with ratings and attracting a new audience. However, they have been using new methods of convergence to attract potential viewers and update the show as a whole. 'The X factor' is a flagship show of ITV and a lot of this is down to the way they are distributing the show to us, for services such as the ITV hub are making viewing the show more convenient because it allows us to watch it free of charge at anytime, as long as we have access to a device with internet. ITV are promoting their new service, to rival similar services by other brands such as BBC iPlayer, seeing it as an equal branch of their business as their actual TV channel. This shows that they are appealing to a younger audience for they are the demographic that are the most tech savvy and likely to download the ITV hub app, viewing shows when and where they want to.

This method of distribution links to Sonya Livingstone's theory that she made in 2002 that the new digital age would be the 'death of schedule' which is true because services such as the ITV hub are giving consumers the choice of when and where we'd like to watch their products, which is more attracts them a bigger audience because it is more convenient to consume their shows. We no longer really have the incentive to tune in at 7:30 because we know that we can watch it anytime we want. TV scheduled are not the determining factor for weather we can consume a show now because of this reason.

To add an extra element to the show, they have introduced the X factor app, which is available on smartphones and tablets, which allows people watching at home to vote through the app, which is a more convenient way of casting a vote than the traditional way of calling or texting in on a certain number for your chosen act. This makes the audience feel like that they are part of the show because of the audience participation, which adds an extra reason for people to tune in. As well as allowing you to vote via your phone, the app also gives news and updates about the show, which keeps people engaged and involved between episodes. Again, having an app will attract a more youthful audience because we now use our devices for most of our needs, so is in our nature to use an app over more traditional methods of voting for a winner, as well as watching the show itself.

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