News & Opinion - Mon 7th Jun 2010
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Mon 7th Jun 10 Cowell's Got Talent
With another season of Britain's Got Talent behind us, it is clear who is the real winner of this programme that has become the saviour of ITV: Simon Cowell.
The carrot of a £100,000 deal that is on offer to the hapless thousands who put themselves forward as having a talent, is but nothing compared to what the show generates for ITV, Cowell, his television production company, his record company, not to mention the hundred of thousands paid to the judges and the presenters of this money-spinning phenomenon.
For Cowell, who was worth an estimated £120m in 2009, being a judge on these shows must be like being a child in a sweetshop when show after show he is presented with possible signings for his record label. When we also consider the opportunities from X-Factor and American Idol then it is doubtful that he actually worries whether the shows discover winners that he likes or would wish to sign; there are more than enough acts that he will be exposed to during the audition and selection rounds; by the time we get to the live finals I am sure that he will have his eye on the next star.
Whilst Cowell has a rare ability for spotting talent it seems that he now has the power to influence the results. Although the winner of BGT Is apparently in the hands of the viewing public, as the final ten acts performed there was a very telling gesture that I feel was enough to lead the audience to choose the winner that he wanted.
In a display that Derren Brown would have been proud of Cowell crowned the winner even before the first vote was cast. He gave his only standing ovation after Spelbound's performance and that, in my opinion, was enough to tell the audience (or to tell enough of those open to suggestion, using the Derren Brown analogy) who they should vote for.
Of course, there's no evidence that his standing ovation resulted in Spelbound's success, but we know the power of influence from the world of celebrity and if you don't believe that then consider how many potential buyers of VW's Touareg cancelled orders following Jeremy Clarkson's review when in 2003 he stated that rather than buy a Touareg he would "rather eat £50,000".
So, before you pick up the telephone to support your favourite act during the next series of Britain's Got the Idol Factor just remember that it might not be an act of free will.