The Voice trumped Britain's Got Talent in the ratings war on Saturday night, leading to accusations of unfair play after the BBC show overran.
BGT bosses were raging after the new talent show's three-minute overlapse meant the former had already started by the time The Voice finished.
The Voice pulled in a whopping 11.6m viewers, who tuned in to see the battle rounds, compared to BGT's 10.6m.
Some may say it is hardly surprising BGT is lagging behind after revelations about Simon Cowell's private life, including one particularly scandalous claim that the TV mogul had an affair with former X-Factor presenter Danii Minogue.
BUT BGT bosses are laying the blame wholly on the BBC's doorstep, with one ITV spokesman tweeting: "Probably just a rather strange coincidence that #TheVoiceUK over-ran by 3 minutes last night and overlapped with #BGT ...those kind of over-runs only normally tend to happen on live shows, don't they?"