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How Many Samsung Prods Can You Get In 1 Episode of X Factor?ITV show slammed for ‘shameless’ product placement
- Finalists captured on Samsung Galaxy phones calling mentors overseas
- Five-star Corinthia Hotel in London where contestants are living during live shows featured countless times on the ITV show last night
- Online video diaries shows stars given Samsung tablet and phones as gift
- Anger on social networking site Twitter at the show’s product placement
X Factor has been criticised for its ‘shameless’ product placement on the first live show of the series.
The show’s contestants were filmed repeatedly plugging Samsung products during their video diaries, including using the Galaxy phones to talk to their celebrity mentors.
The five-star luxury hotel where they are staying at in London was also featured countless times, leading to a flood of anger on social networking site Twitter.
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‘Shameless’: Supermarket worker Jahmene Douglas is pictured using his Samsung phone in the Corinthia Hotel to speak to his mentor Nicole in LA
Front of the luxury hotel near 10 Downing Street where the finalists are living during the live shows. The branding of the hotel was shown repeatedly during last night’s show
In case you missed it! At a couple of points during the show the camera zooms into the name of the hotel
Samsung Electronics is the first company the long-running reality TV series has had a paid-for product placement agreement with, following changes made by Ofcom last year.
And last night the show certainly didn’t hold back in showing finalists using the latest Samsung products.
Viewers took to Twitter to express their views about the show’s repeated product placement, as during the contestant’s video diaries they were captured plugging the newest models.
One viewer wrote: ‘That was a fun hour of x-factor amidst two hours of ads and product placement.’
Ryan said: ‘I just saw the Product Placement logo on The X Factor and now i don’t know who to trust in this world anymore’, in reference to a logo that Ofcom says must be shown to let viewers know that the programme-maker has been paid to include products in that programme.
Alex Moran wrote: ‘Just seen the Samsung product placement on the X factor. Shameless company’.
Followed by Scott Dalton who wrote: ‘Given how many times we’ve now seen it, I’m guessing the Corinthia Hotel has paid for its ‘product placement’ in X Factor tonight.’
X Factor said it was paying for the contestants to stay in the Corinthia Hotel, a ‘grand’, ‘prestigious’ hotel in Whitehall, just a stone’s throw away from 10 Downing Street.
X Factor live show last night where during the video diaries there was ‘shameless’ product placement
Wow! The girls take pictures of their own faces using their new presents
Boy band Union J are filmed using their Samsung tablets to take pictures of each other for the Samsung Video Diaries
New phone! A member of Times Red uses his Samsung phone to tell the receiver of the call he has been given it as a present
In previous years ITV splashed out £4,000 a week for the contestants to live in a mansion near Hertford Heath, Hertfordshire, which featured a pool, hot tub, sauna and even its own duck pond.
Now, not only do the 12 finalists and four wildcards have their own corridor and the rule of £500 per night rooms in the five star hotel, but the guys have unlimited access to the spa, gym and beauty treatments by request.
During the live show last night, the front of the hotel, including the branding, was shown during the contestant’s video diaries, a diary which recaps each of the finalist’s previous week.
At one point last night, contestants were filmed entering the hotel and being in shock at their glamorous new home.
Carefully filmed: Rylan Clark holds up the Samsung box for his new tablet as one of the finalists captures the scene on his phone
Union J enter the room and are excited to see their bags of goodies
Kye Sones is then filmed saying: ‘I can’t believe we are going to be living here. That is mental.’
Then he is taken to his bedroom where he exclaims: ‘Oh my god’ before jumping on the bed.
They are also captured using Samsung phones to speak to their mentors in other countries and filmed holding the phone out in front of them so they can be seen vividly.
At several points the camera zooms in to the phones so the branding can be seen clearly.
There is also Twitter page called ‘X Factor Hotel’ which features ‘all the gossip from the Corinthia Hotel, home to the X Factor finalists during the live shows.’
‘Shameless’ promotion: Viewers took to Twitter to criticise the show’s product placement
On the X Factor website, viewers can be directed to the ‘Samsung Video Diaries’, a 1.5 minute video showing all the finalists receiving their Samsung products – including a phone and a tablet.
They are heard screaming, shouting ‘this is better than Christmas’ and filmed using their phones and taking photos of each other on their tablets.
Some of the contestants are captured looking more awkward than others as they are using the devices for the camera.
From February 2011 TV programmes made for UK audiences were allowed to contain product placement as long as they comply with a list of rules set by the communications watchdog.
The X Factor Hotel has its own Twitter pages where 16,881 are following ‘all the gossip from the Corinthia Hotel’
Product placement is when a company pays a TV channel or programme-maker to include its products or brands in a programme.
Samsung signed a deal with X Factor producers Syco and FremantleMedia earlier this year, where it was agreed the brand would have a presence on the TV show, X Factor’s website, and an android application for the Samsung Galaxy Note II.
X Factor said the only product placement deal they have is with Samsung.
An X Factor spokesman told MailOnline: ‘As in previous series where the contestants have been filmed living in a house, shots of the Corinthia are used where appropriate to the editorial content.’
Mark Trinder, Sales Director, ITV said: ‘We are delighted to be working with Samsung and this initiative is a key part of a wider and integrated multiplatform partnership.
‘Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.’
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