The X Factor is a television music competition franchise created by Simon Cowell, and runs on Fox television. Prior to airing its first season in the US, Fox recruited Level Studios to propose concepts for a website to complement the show. The digital goal was to incorporate a daily pulse with activities, commentary and updates leading up to and following the “big events” (performance and shows results). Using a cross-platform approach, it is intend to go where the users are (fox.com, YouTube, Facebook, Twitter, Second Screen, Mobile, Key partnerships).