Will set to switch on global charm: singer plans to take international stage with film role and follow-up to 1.6m-selling album.(Talent)

19 Entertainment, Sony BMG and Will Young are stepping up their ambitions ahead of his third studio album Keep On.

Since the launch of his second album, Friday's Child, almost two years ago, Young has established himself as a genuine superstar, who launches into his new album as the most likely challenger to Robbie Williams for the title of Britain's biggest male pop idol.

The ambitions for Young, four years since first appearing on a certain reality TV music show, are underlined by the determination to push him onto the global stage.

19 Entertainment founder Simon Fuller believes that, after two successful albums in the UK and some healthy European airplay success, the time is right to "press play" on Young's international career and is confident that, in the form of All Time Love, they have the song to take him there.

"With All Time Love we will really push the button on international," says Fuller. "When we released Will's last album, he was quite reluctant about pursuing a career in other markets because, to be honest, he wasn't completely comfortable with the idea of fame. Now, he's interested and we have the song to make it happen. All Time Love is one of those songs that can break language barriers and cross borders."

All Time Love will lead the launch of the new album in mainland Europe where it will go to radio early next year, coinciding with promotional trips to the key markets. Sony BMG music division president Ged Doherty says the initial focus will be on Germany, the Netherlands, Spain and Italy, with Australia also high on the agenda. "These are markets where we have had some good airplay success in the past so our initial focus will be there."

"In the past we have never been able to commit time to international," notes Sony BMG international vice president Dave Shack. "Over the last album, though, we were able to build a little base. We sold 30,000 albums in Italy, in a number of Asian territories we did between 10,000 and 15,000 of the last album and airplay-wise Germany has been big for us. Now that we have the commitment from Will, with the singles that we have on this album there's only one way' it can go and that's all the way."