Cowell 'bowled over' by 'X Factor' 2010

ITV's Elaine Bedell has claimed that Simon Cowell was "bowled over" by the talent on this year's X Factor.

Speaking at the launch of the seventh series, the broadcaster's director of entertainment and comedy said that there had been no drop in the quality of contestants taking part in the reality show.

"Both the production team and Simon this year agree that the quality of auditionees has been the best yet," she said.

"I know Simon called me very late at night after the first Glasgow auditions and he called just to say how pleased he was with the day and how bowled over he was with the talent.

"I know there are constant conversations about whether there are too many talent shows out there following up X Factor and BGT, and whether there is a big enough talent pool out there. But I think we've been incredibly encouraged by this year's audition tour that there is still a huge amount of great talent out there."

Bedell admitted that Cowell and producers Talkback Thames were worried every year that they would not top the previous series, but claimed that she was confident the changes to the format this year would help boost the show.

Speaking about Dannii Minogue's absence on maternity leave, she said: "Dannii's pregnancy and the birth of her son meant that she couldn't join us on the audition tour, but that meant we could have a series of guest judges, who each brought there own particular take and brings their own unique flavour. That made each of the auditions feel a little different."

The X Factor starts on Saturday at 7.30pm on Saturday on ITV1.