The X Factor’s creative director Brian Friedman has said that Strictly Come Dancing needs to become more like America’s Dancing With The Stars.

Friedman told PA that the BBC show would steal more viewers away from X Factor if they had a glossier image.

He said : “There’s something about the American version which is not translating into the British version, and this is the version we had first. Somehow in America we’ve really managed to buff and shine the show, make it high gloss, it looks really expensive.

“The BBC needs to kick it in a little bit and make it a little bit glossy, like X Factor. But regardless if it looks poor or not, I would still watch it if I had time. I love ballroom dancers and I love the whole idea of taking celebrities and seeing if they’re a complete train wreck or whether they can do really well.”

Asked why Strictly is less popular than The X Factor, he commented: “Our show’s better, that’s the only reason I can think of.”