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Cowell still hopes for X Factor US

MIPCOM: Simon Cowell told delegates here today that he hasn’t given up on The X Factor format in the US, despite Fox axing the show in February due to poor ratings.

Simon Cowell

Simon Cowell

Music and talent show mogul Cowell was awarded the Personality of the Year here in Cannes today, for his contribution to the TV industry over the past decade.

In an interview with former America’s Got Talent judge Piers Morgan, he addressed the issue of The X Factor’s stateside performance, which was lacklustre compared to expectations. Those expectations were raised not only by the format’s UK success but also by Cowell’s prediction that the US show would get audiences in the region of 20 million.

However, over the course of its three-season run between 2011 and 2013, it attracted just over half that figure and the third season drew just a 2.2 rating among adults 18-49 and 6.45 million viewers.

“In the first year, we made a really good series. Stupidly, I said we were going to get 20 million viewers. We actually got 12 million. If only I hadn’t opened my big mouth…

“I believe that Fox and I gave up too early on this format. I work in the music business so I know The X Factor is the best music format in the world – it only takes one artist, whether that’s Susan Boyle or One Direction – to turn the whole thing on its head. So I haven’t given up on The X Factor in the US – you can bring these things back.”

Perhaps a clue as to why he thought his much-hyped format flopped in the US, Cowell also said during his interview that he thought talent shows had taken a wrong turn in recent years.

“We’ve got to a stage now with certain shows that the panels are so celebrity-driven. I’ve always had a feeling about putting too many artists on a panel. Artists don’t really want to find other artists. It’s not in them. But for me, I run a record label, so it’s all I want to do.”

The US adaptation of the UK hit saw plenty of bust-ups between judges and the line-up changed between all seasons as Paula Abdul and Cheryl Cole left, Nicole Scherzinger came and went, and LA Reid and Britney Spears also left.

Whatever the reasons for The X Factor’s demise on Fox, Cowell’s comments in Cannes suggest that he’s planning to revive it, perhaps on another channel.

Amid a Mipcom market full of talent show formats being pitched, Cowell also warned that “too many shows will kill the market. At the moment it’s all about gimmicks: for me, the show should be about the ending not the beginning.”

And in what appeared to be a dig at rival format Rising Star, he added: “For me, a show is not about a wall going up and down.”

Cowell was also down on the popularity of cookery competitions, although acknowledging they are luring eyeballs away from shows like his. However, he said, “it’s more exciting to see someone like Leona Lewis win and sing a fantastic song at the end of the show, than looking at a chocolate éclair.”

Cowell is currently appearing on the UK version of The X Factor, now in its 11th season on ITV1. However, moves into movies are underway. Cowell’s company Syco Entertainment has already inked a deal with Animal Logic to make animated films and Cowell said in Cannes: “Maybe High School Musical is now the route to go.”

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