Pepsi to sever ties with falling 'Pop Idol' Gates

LONDON - Pepsi has decided to axe Gareth Gates when his contract comes up for renewal in March, saying that the popularity of the 'Pop Idols' runner up is already on the wane among teenagers.

Pepsi to sever ties with falling 'Pop Idol' Gates

The short shelf life of Gates means that he will lose out on the £750,000 advertising contract.

Pepsi is already looking ahead to the new series of Popstars: The Rivals, which will create a boy band and a girl band who will then go head to head in the run up to christmas.

A spokesman for Pepsi said Gates was always on a one-year contract and wished him "best of luck for the future".

The decision comes a week after television's first manufactured band, Hear'Say, announced they were breaking up. However, Liberty X the runner up band in Popstars are still going strong, well going at least.

Gates' last single, a Beatles cover duet with fellow Pop Idols winner Will Young, went to number one but did so with a fraction of the sales of Gates' debut single.

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