The new season of "The X-Factor" in the U.K. will feature user-generated content with a new professional twist. Its sponsor, telecom brand Talk Talk, is letting fans of the show star in their own professional-looking music videos in its ident clips shown during ad breaks. The idents will feature content from an app called "Mix-Off," which lets TV viewers upload their own clips with a "made-in-studio" feel.

The campaign is by CHI & Partners, and the idents will be directed by Sammy Rawal and produced by Believe Media, who have collaborated on music videos for the likes of AlunaGeorge, with app development, technology and VFX by MPC. According to the agencies, they are claimed to be the first to make fans' home-made clips "look like real, professionally-produced and directed music videos."

The "Mix-Off" app will be launched on 30 August across iOS, Android and on the web. It will allow people to create music videos starring up to four users, against nine different tracks and eight music video styles, all professionally directed by Rawal. The videos will be released onto the app in staggered phases throughout The "X Factor" season from August through to December. The best mixes will be chosen for the idents, resulting in more than 160 user-generated spots.