Music mogul Simon Cowell looks set to sign a new X Factor deal, according to a report.

It was recently suggested that the upcoming 10th series of the reality singing competition would be the last.

However, The Mirror quotes ITV boss Adam Crozier as saying that the show "remains a very important programme for ITV".

Crozier also addressed the recent changes to the show, saying: "We've got to make sure we improve it and get it right. All these shows need a bit of love and attention and for things to change to keep people interested."

Crozier said that despite Strictly Come Dancing's win in the ratings war last year, he is confident that The X Factor will triumph this year.

"Funnily enough, we did the same with I'm a ­Celebrity, which dipped a little bit two years ago, and it has been back stronger than ever," he said.