• by David Goetzl  @dgoetzl, August 16, 2010

Executives at the company that owns the "American Idol" brand expressed a certain urgency to reinvigorate the idling series, while saying Fox continues to view it as a cornerstone. Fox, however, has made strides in bolstering ratings in its previously so-so fall season before "Idol's" annual debut.

At CKX, a mixture of various entertainment brands that includes "Idol," new CEO Michael Ferrel said a deal with Universal Music Group could prove beneficial on multiple levels. Not only does it have financial upside as UMG replaces Sony as the distributor of albums from "Idol" contestants, but its executives can help craft the show.

Well-known Universal executive Jimmy Iovine and others will advise on format, help land some of the company's artists and music for the production and guide the performers.

On an earnings call, Ferrel declined comment on the hotly debated issue of the new celebrity judging panel for "Idol's" 2011 season, but said an announcement is likely no later than early September.

CKX executives said they remain in dialogue with Fox to keep "Idol" on the network post-2011, and expect it to remain there for years to come.

Auditions have begun in several cities for next year's competition and Ferrel said: "We want to refocus "Idol" on the talent." Ratings slipped last season as the show may have showed its age, but its two weekly runs are still the highest-rated in the 18-to-49 demo on TV by a long shot.

Nigel Lythgoe is returning next season as executive producer and Ferrel described him as a "provocative field general." He had been with the show for its first sevens seasons.

"Idol" revenues did increase for CKX over the first half of 2010 by $11.4 million to about $67.4 million. But there were six more hours of "Idol" airing on Fox over that period than a year ago, accounting for some of the increase.