The X Factor is a television music competition franchise created by Simon Cowell. It originated in the United Kingdom, where it was devised as a replacement for Pop Idol. It is now held in various countries. These contestants are aspiring pop singers drawn from public competitive auditions. The programmes are produced by executive producer Simon Cowell and his company SYCOtv. The 'X Factor' of the title refers to the undefinable 'something' that makes for star quality. The prize is usually a recording contract, in addition to the publicity that appearance in the later stages of the show itself generates, not only for the winner but also for other highly ranked contestants. The UK version is responsible for the launch of the internationally successful singer Leona Lewis and One Direction. As of October 2012, there have been 73 winners of The X Factor around the world, the most recent being KZ Tandingan from the Philippines.