Their teeth have been whitened and their outfits and hair styled: for the 12 finalists who sing their hearts out tonight, The X Factor could be a fast track to fame and fortune. But established stars say that the series exploits youngsters.

Ten million viewers are expected to tune in to ITV1 tonight as the fifth series of Simon Cowell’s all-conquering talent search reaches the live “eviction” stage. The dream for the hopefuls is to follow Leona Lewis, the 2006 winner, who topped the US charts and sold five million records.

Steve Brookstein and Shayne Ward, two of the previous winners, failed to maintain their television-generated momentum while last year’s victor, Leon Jackson, is only now launching his career.

The auditions phase, in which the no-hopers and tone-deaf are demolished by Cowell and his fellow judges, has ended and the finalists have been sent to “cosmetic teeth aestheticians” before tonight’s showdown.

The process appals Mick Hucknall, the lead singer of Simply Red. “What happens to some of those young people is humiliating and demeaning,” he told The Times.

Singing karaoke versions of old hits does nothing for the future of Britain’s music industry, argues Hucknall, who has won Ivor Novello awards for songs such as Holding Back the Years.

“Songwriting is my profession,” he said. “What I would like to see is a nationwide talent competition to find the most talented new songwriters.”

Andy Burnham, the Culture Secretary, shares Hucknall’s reservations. Although a fan of The X Factor, he is concerned that new rock bands, traditionally the lifeblood of Britain’s music industry, are now excluded from mainstream programmes.

Broadcasters must “promote and champion new music in this country, rather than having just very safe options on prime-time TV”, he told an audience of music executives in Manchester.

The X Factor was great, he said, but “not quite the same” as promoting artists that write their own songs. “We need a programme like Top of the Pops again,” Mr Burnham said.

“This was a great thing that was always putting a great mix of new music before the public.” Top of the Pops was “really important for stimulating the wider interest in the wider population” when exciting new acts came along.

Mr Burnham said that he first heard bands such as the Smiths and the Stone Roses through the broadcaster and music entrepreneur Anthony Wilson’s regional Granada programmes. But talent shows have become the dominant television vehicle for music. “If we retreat into that comfort zone, that tried and tested model, they [bands] just won’t break through in the same way,” he said.

Simon Cowell’s team defended their format. A spokesman said: “Shows like The X Factor find talent and give them a platform to demonstrate their vocal abilities that otherwise may never secure a recording contract on their own.

“Previous winners such as Leona Lewis and Shayne Ward are proof that The X Factor can find and nurture genuine musical talents and help launch international careers.”

The X Factor is more important than ever to a British record business that has suffered a sales slump. Star names seeking to relaunch their careers, including Britney Spears, are fighting to secure preChristmas guest slots on the programme.

In 2006 hit records by X Factor contestants contributed 40 per cent of the profits generated by SonyBMG, the record company that entered a joint venture with Cowell’s Syco business.

ITV has high hopes for a new hit talent show format this autumn with Britannia High, which features a group of “super-talented young performers who sing, dance and act in a fictional performing arts school”. Gary Barlow, of Take That, will compose songs for the show.

The runners

3-1 Alexandra Burke A Londoner aged 20 coached by Joss Stone, who once narrowly beat her in a talent show

4-1 Austin Drage Essex boy, 21, is a struggling actor and failed boyband member

9-2 Laura White Jazz-influenced Mancunian student, 17. Posted performances on MySpace

7-1 Diana Vickers Student, 17, hopes to learn musical theatre

8-1 Rachel Hylton Revealed life of crime, prison and drugs

9-1 JLS Quartet looking to fill “huge gap in market” for new boy band

12-1 Eoghan Quigg Told by Cowell: “You’ve got it”

16-1 Ruth Lorenzo Has sung rock and opera since childhood

25-1 Daniel Evans Wife died after birth of their daughter

25-1 Scott Bruton Mancunian, 19, and a Bluecoat at Pontin’s

33-1 Bad Lashes North East girl group

50-1 Girlband What it says on the tin

Odds: Ladbrokes