Britain's Got Talent will start on the same day as the BBC launches its new singing contest The Voice, Alesha Dixon revealed today.
Speaking on Daybreak, the former Strictly judge, who jumped ships to be part of Simon Cowell's hit show, said: "It's going to be on March 24, so it's coming soon."
The decision to launch the new series of Britain's Got Talent on the same date as The Voice means the talent shows will embark on a ratings war similar to that usually seen between ITV's The X Factor and the BBC's Strictly Come Dancing.
In the past, Britain's Got Talent has launched in mid-April, but after the Beeb picked March 24 to launch their £22m show - starring coaches Jessie J, Tom Jones, Will.i.am and The Script frontman Danny O'Donoghue - it seems ITV bosses decided to bring Britain's Got Talent, the show that discovered the talents of Susan Boyle, forward to the same date.
A BBC source recently told The Sun: "This is typical of ITV, parking their tanks on our lawn just as we launch a major new format.
"They are smarting because they didn't get the show although they bid £10million more than us."
Simon Cowell, who will return to take his seat on the Britain's Got Talent judging panel alongside Amanda Holden and newbies Alesha and David Walliams, has admitted he recognises the "challenge" poised by The Voice.
He told Digital Spy in January: "The BBC must be confident because they have put it up against this show.
"They want to make a competition out of it. So we've got to make [Britain's Got Talent] better. Everyone benefits because of that."
WATCH: The Voice trailer