05/04/2012 04:41 BST | Updated 04/06/2012 06:12 BST

Phillip Schofield, Holly Willoughby Pitted Against Each Other In The Voice/Britain's Got Talent Ratings War

Phillip Schofield and Holly Willoughby are the best of friends, and co-presenters of This Morning on ITV.

But the desperate war for weekend ratings between ITV and the BBC has forced even these two into a tug-of-war for audience affections.

The Voice, which Willoughby hosts, is due to kick-start its Sunday night results show in a three weeks' time on BBC1.

The Voice: Reviews, Pictures, News And Gossip - Everything You Need To Know About The Show Here

Guess what will be on air at the same time on ITV? Schofield's game show, The Cube, which starts its new series run the week before.

Simon Cowell is reported to be incandescent with rage that his baby, Britain's Got Talent, has been beaten by The Voice in the ratings stakes two weeks in a row - last week, The Voice came out on top by more than a million viewers when the two shows briefly overlapped.

ITV bosses have already made it clear that the BBC's rival show is not to be mentioned within its walls, with an appearance by Voice coach Danny O'Donoghue on Daybreak unceremoniously cancelled at the last minute.

And now even friends are being dragged into the fray - this could get messy...

The Voice 2012 - JUDGES