X Factor may not be dead, but it's certainly got a bed in the ICU and the undertakers are on speed dial.  

In a desperate attempt to keep his cash cow alive, Simon Cowell has changed the line-up of judges yet again, bringing back two people who can hardly be said to have their fingers on the pulse of the 18-24 year old demographic.

And that's the key issue; this is the group who vote in TV reality singing competitions and the group whose approval is most desired.  Just how informed will be the opinion of Louis Walsh,  63, a man for whom Westlife counts as cutting edge?

PR people know when they choose a celebrity to front a campaign, that celebrity should be relevant to the chosen audience.