Viewers face a Saturday night TV dilemma as ITV schedules Britain's Got Talent live final at the same time as The Voice
00:27 GMT, 3 May 2012
They've been battling it out for a few weeks now but it seems ITV and BBC are gearing up for their biggest war yet.
The two broadcasters will both be hoping for the best this weekend as Britain's Got Talent and The Voice go head-to-head – much to the disappointment of the viewers.
Fans of both shows will face the tough decision of which show to tune into as ITV have decided to schedule the live final of their talent show at 6.30pm despite The Voice starting at 7pm most weekends.
Who will win Britain's Got Talent judges Alesha Dixon, David Walliams, Amanda Holden and Simon Cowell are no doubt hoping fans will tune into the final rather than The Voice
Viewers have already begun discussing the dilemma and joking about which show to choose, with one user tweeting: 'Choosing between The Voice and Britain's Got Talent is like choosing which member of One Direction to punch in the face last.'
Others have been less harsh and seem genuinely upset at the thought of having to choose between the two popular programmes.
The latest reality show drama comes after viewers were left annoyed with the BBC for pre-recording last weekend's results show of The Voice.
But it seems it is now ITV's turn to endure a backlash as it is a crafty move from the broadcaster – who have usually been airing their show at 8.45pm straight after The Voice has finished.
The Voice – which first aired on 24 March – has been rather successful in the weekly ratings war but last week lost out to BGT due to the show not being live.
Head-to-head: The Voice mentors Jessie J, Danny O'Donoghue, will.i.am and Tom Jones were winning the ratings war in the first few weeks
The latest feud between the two broadcasters first began when ITV brought forward the start of the latest series of BGT, but ITV later accused the BBC of running three minutes over time on purpose to ensure that viewers missed the beginning of their show.
As reported by The Guardian, the BGT final – which will last two and half hours – will be shown on Saturday May 12 and ITV are more than happy to defend this decision.
'It is a family show and if we did not start it until 8.30pm it would not finish until 11pm,' an ITV spokesperson said. 'It has an audience of 10 million viewers and it is important we air it in the best possible slot.'
Decisions, decisions: Viewers will have to decided whether they want to watch dance acts and various other entertainers or just singers
However, the BBC is yet to reveal when it will actually show The Voice on that date, and may change its usual 7pm start.
'As a result of this it will be impossible to schedule The Voice without overlapping massively with Britain's Got Talent,' a BBC insider said.
'It just shows how disingenuous ITV were to flag up a three-minute overlap. The clash is now almost certainly going to be over an hour.'
Both reality TV programmes have tried their best to be most popular, with The Voice bringing in chart-topping acts such as Jessi J, will.i.am and The Script's Danny O'Donoghue, along with singing legend Sir Tom Jones.
Not so live: Viewers were left annoyed when they realised that last week's results show of The Voice was pre-recorded
BGT also freshened things up by changing the judging panel and welcoming comedian David Walliams and former Strictly Come Dancing judge Alesha Dixon.
But it's not just BGT that ITV has up its sleeve as it has also decided to move popular soap Emmerdale to Sunday nights, which will clash with The Voice on Sunday May 13.
The broadcaster defended this decision and said it was down to the BGT midweek live shows that there was no longer room for the soap on a Thursday night.
This will no doubt bring with it another weekly ratings war right up until The Voice finishes on May 26.