X Factor rapped by Ofcom for excessively plugging hotel where finalists stayed

The X Factor breached
broadcasting rules by giving excessive plugs to the hotel where the show’s
finalists stayed, the broadcasting watchdog ruled.

Ofcom examined an episode of the hit ITV talent show from October that showed the finalists arriving at the Corinthia Hotel in central London.

The hotel was mentioned in eight out of the 13 pre-recorded introductions for the different acts including one featuring the eventual winner, James Arthur, describing the hotel as “absolutely amazing”.

Fellow contestant Rylan Clark was seen exploring a room and saying “Oh my God, James, it's massive” and “There's a phone in the toilet.”

There were also shots of contestants arriving, with close-ups of the hotel sign and its exterior.

The report said the show’s production company paid the hotel “a reduced rate” for rooms and services but did not guarantee it coverage.

Ofcom said it found “the overall number of references to be excessive” and “therefore judged that there was insufficient editorial justification for the repeated references to the hotel during the programme.”  Ofcom concluded that “the cumulative effect of these references resulted in the programme as a whole giving undue prominence to the hotel.”