Yahoo! expands youth content with Pop Idol deal

LONDON - Yahoo! has struck a deal with the creators of Pop Idol to broadcast video diaries of the final 10 contestants in the television talent show on its UK and Ireland website.

Co-producers 19 Management and Thames Television have agreed to the filming of additional behind-the-scenes footage of the remaining Pop Idol wannabes, which can be accessed free on .

The Yahoo! 'Pop Idol' Diaries will follow the last eight weeks of the show as the contestants battle it out to be the next Will Young. Content will be archived through the final rounds of the competition so 'Pop Idol''s 10m ITV viewers can watch earlier footage.

Yahoo! UK & Ireland managing director Fru Hazlitt said: "Screening the exclusive 'Pop Idol' footage represents our ongoing commitment to offer content that engages with and exceeds the expectations of all our audiences.

"Naturally, the Yahoo! 'Pop Idol' Diaries will be targeted at youth audiences and mark the start of similar content partnerships to enhance and develop our full media offering, as well as attracting a quality audience for our advertisers and creating a rich-media online experience."

The diary deal is the first to be negotiated by editorial director Peter Grimsdale, who joined Yahoo! from Channel 4 in July.

  • Interactive communications and marketing specialist Pilot Interactive has created a virtual Simon Cowell desktop download to promote the launch of 'Pop Idol: The Official Video Game' for computer game company Codemasters. The animated Cowell patrols the screen in his trademark high-waisted trousers, emitting scathing put-downs. Simon can be downloaded .

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