Fox Broadcasting Company, Syco Television and FremantleMedia North America today announced Sony Electronics as the official consumer electronics sponsor of "The X Factor," the award-winning international phenomenon created and executive-produced by Simon Cowell, which makes its highly anticipated debut with a two-night series premiere event Wednesday, Sept. 21 (8-10 p.m. ET/PT) and Thursday, Sept. 22 (8-10 p.m. ET/PT) on FOX.
The latest Sony consumer electronics products will be featured in episodes throughout the season, and a key in-show integration will highlight the Sony products used on the set. The in-show Sony integration, product placements and advertisements will be extended with an integrated multi-platform, off-air marketing partnership that will include online digital and social media elements.
"Being part of 'The X Factor' arrival in the U.S. is a natural partnership fit for Sony," said Stuart Redsun, senior vice president, marketing communications, Sony Electronics. "We are combining the element of advancing music entertainment with Sony - the greatest consumer electronics and entertainment brand - and our make.believe promise empowers consumers to believe that anything they can imagine, they can make real."
"FOX is excited to collaborate with Sony Electronics on a truly organic integration partnership for 'The X Factor,' " said Jean Rossi, president of FOX One and executive vice president of sales for Fox Broadcasting Company. "Sony's make.believe promise aligns perfectly with the aspirations of the talented singers and musicians striving to make their dreams come true on 'The X Factor.' "
"The X Factor" is a new competition series that gives viewers the opportunity to help choose the next global superstar or breakout music act. The judges - Simon Cowell, Paula Abdul, L.A. Reid and Nicole Scherzinger - will travel the nation searching for undiscovered talent 12 years old or over - both solo artists and vocal groups - who are willing to brave the panel for a chance to make their dreams come true. In a departure from other singing competition series, the first time a contestant auditions for "The X Factor" judges, he/she will do so in front of an audience of thousands - raising the stakes and increasing the pressure to impress not only the judges, but also a potential legion of fans. This will be the ultimate test to prove they have the vocal ability, charisma and stage presence that it takes to become a global superstar or breakout music act and win a $5 million recording contract with Syco/Sony Music.