Zeebox targets X Factor viewers with 2nd screen show

Looking to tap in to the immense popularity of UK broadcaster ITV’s talent show ‘X Factor’, social TV app Zeebox has partnered with interactive TV platform ShowCaster to launch an unendorsed second-screen TV show that will provide commentary and interactivity options for viewers watching X Factor on their main television.

The new show (called #YAPPFACTOR) is exclusive to Zeebox and will feature comedian Jake Yapp’s tongue-in-cheek commentary on programme – live and in video as the show goes out, giving fans the chance to participate as they watch.

#YAPPFACTOR viewers will be able to interact with Jake in real-time, take part in competitions and answer polls created live in reaction to what’s happening on the first screen. Fans of the talent show will also get to see their comments and content feature in #YAPPFACTOR and receive unique themed content to share across their social networks.



Jake Yapp’s online TV reviews have garnered a quarter of a million hits and invited comparison with Charlie Brooker. Previously a writer for Never Mind The Buzzcocks (BBC2) and TV Offal (Channel 4), Yapp’s Radio 4 Extra series Pleased To Meet You was nominated for the Sony Radio Academy Award for Best Comedy.

Live video streaming for the accompanying show (which is not affiliated with ITV in any way) will be provided by Zeebox’s official live video partner ShowCaster, and the real-time interactive show will be independently produced by social media marketing and live content production company Telegraph Hill.

While the show looks like it could prove very popular with viewers, it probably won’t be so warmly received by ITV bosses, leery of the potential impact it might have on advertising revenues and clients.

After successfully racking up 1mn downloads in its home market of the UK, Zeebox has recently gone international, launching in the US earlier this month in partnership with three of the nation’s biggest media entities: Comcast Cable, NBCUniversal and HBO.

#YAPPFACTOR debuts in Zeebox alongside the first live final of The X Factor on 6 October.

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