MUMBAI: Simon Fuller, the creative brain behind the show American Idol is not only occupied with the task of hunting for a judge to replace the wisecracking and extremely talented Simon Cowell but also a record label that can become show's new recording partner, media reports.

Sony's contract was to expire with the beginning of show's fifth season in 2006, but ended up remaining Idol's recording partner when Cowell signed 2005 Fox deal which kept him with the show through its ninth season. As part of the deal, Fox agreed to pay 19 Entertainment $5 million a season for Sony to remain Idol's designated record label 

Sony Music has served as Idol's recording partner since the reality competition's first season.

What is not clear is when American Idol's contract with Sony is running out. But media reports Sony deal came to an end when the show's ninth season finished its run in May this year.

Even if it loses its Idol partnership, Sony Music will continue releasing albums produced by Fox reality competition contestants. The company is a partner in the American adaptation of The X Factor for Fox. The show is produced by Syco, which is jointly owned by Sony Music and Cowell 

Media reports Universal Music Group might be a new partner for "American Idol" to represent its artists. The giant recording company is thrown in as a possible candidate due to Fuller's existing relationship with fellow Brit and new Universal CEO Lucian Grainge.