In a surprise announcement, ITV axe the X Factor spin-off show Xtra Factor.
Xtra Factor was launched 12 years ago on ITV2, and made the likes of Holly Willoughby, Fearne Cotton and Caroline Flack household names. .
ITV bosses say the decision has nothing to do with the show’s recent run — which was fronted by Rylan Clarke-Neal and Matt Edmondson.
It is purely down to ITV bosses embracing the future, as they plan to focus on a digital spin-off instead.
A source told The Sun newspaper : “The Xtra Factor has had an incredible run on TV but the producers have realised they need to keep up with the times and move with the audience.
“The majority of young X Factor fans are now consuming the show’s extra content via social media, on the official app and on YouTube, where their clips reach millions of people.
“The plan is to build on that and focus entirely on making their digital output bigger and better.
Last night a spokesman for the broadcaster confirmed the move, saying: “The X Factor is our biggest ITV entertainment show in terms of online engagement.
“We have taken the decision to move away from a linear switchover show and instead focus our efforts on our digital platforms, in support of the main show.”
Executive producer Richard Holloway, the MD of Thames TV, explained that the show had come to a "natural end".
He said: "We’ve had great fun making the show and would like to thank Rylan, Matt and Roman for their fantastic and entertaining work on the last series.
"We now look forward to focusing on making great content for our social platforms in support of the main show."
