Now Nokia hangs up on Cowell

Following on from Ofcom's ticking off for the X-Factor giving undue prominence to its products, Nokia has taken its ball off home.

ITV are trying not to sound too panicky at the loss of the sponsor:

ITV's brand partnerships director Gary Knight said: "This is a fantastic opportunity to be associated with one of the biggest entertainment shows on British TV.

ITV claims other mobile phone companies are already queuing up to offer their cash in return for the prime-time advertising opportunity.

Yes, who wouldn't want their brand to be posied to get associated with the next slew of premium-rate phone-in headlines?