Xbox to take over X Factor

Microsoft is preparing to take over an entire ad break in the X Factor next month as part of its biggest advertising push for its Xbox 360 console.

Microsoft’s UK Xbox marketing director Stephen McGill says: “We believe that the X Factor provides us with the perfect opportunity to communicate directly with our target audience and is the ideal time to educate them about the new games and services on the Xbox console.

The ads are expected to run during the live X Factor show on 14 November, in a deal brokered by media agency Universal McCann.

It will be the first time Xbox has used an entire TV commercial spot to promote its services. McGill says the ads aim to “celebrate the innovation which our latest releases focus on”.

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Apprentice forced to re-edit

The production behind the Irish edition of The Apprentice programme have been forced to re-edit every episode of the new series after a run-in with the Broadcasting Commission of Ireland (BCI).

According to todays Sunday Tribune, one episode of the show last season contravened the advertising code, by giving “undue prominence” to Renault products and logos, a company linked to programme mentor Bill Cullen.

Larry Bass, CEO of Screentime ShinAwiL, the company which makes The Apprentice, said, “After the BCI’s investigation into the show last year, this season we have been incredibly careful. Each episode of the new series was viewed by four lawyers, a lawyer representing us, a lawyer representing TV3, and two outside lawyers to make sure that, in their opinion, no product was given undue prominence.”