"I love working with hungry people."
So says Simon Cowell, who, according to an article last week on the Business page in the Los Angeles Times, is all but salivating over Pepsi sponsoring "X Factor," his new singing competition show which has been a smash hit in the U.K and will debut here in the U.S this Fall. It is widely thought that "X Factor" will give "American Idol," which is sponsored by Coke and has persistently topped the T.V ratings, a run for its money.
Cowell, who was arguably the most popular element of "American Idol" with his snide judging until he left last year to start the new show, loves this. Not only does he love it that Pepsi was the most aggressive, the most hungry sponsorship rival after passing up the chance to back "American Idol" when it launched. He loves it that the Coke-Pepsi rivalry, in which millions of dollars are at stake, will ratchet up the competition between the two shows.
"Bring it on," Cowell says. "I love it."
Never mind the stupidity and absurdity of artistic expression being in competition, on - more accurately - the chopping block. Or what it says when snide, humiliating judging is so popular. (I don’t think I need to say that I’m not one of the millions who watch the show.)
On the same page where this big, multi-million dollar soda story made a big splash, there were not only articles about the economic havoc caused by the earthquake in Japan but also an article saying that food prices are going up, probably permanently, and that there’ll no doubt be more hungry people in the world.