The ratings battle between Britains two biggest channels has taken a new twist.
After the BBC decided to move new music contest The Voice to an earlier time slow to avoid a large clash with ITVs Britain's Got Talent, ITV responded by matching the move, cancelling out the BBCs apparent attempt to avoid a large overlap.
It will be the launch night for both series with The Voice starting at 7pm, instead of 7.15pm, and Britains Got Talent beginning at 7.30pm rather than its original time of 7.45pm.
As it currently stands, both programmes will go head-to-head for 50 minutes, but sources at both channels refuse to rule out any further scheduling changes.
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A BBC source told The Guardian:
"It is disappointing they chose to launch Britain's Got Talent on the same day as us. To not even meet us halfway on avoiding any sort of overlap is incredibly competitive."
ITVs move seems to be the latest in a series of aggressive scheduling conflicts by the broadcaster. Last month it sent up an episode of Coronation Street up against the BBCs new hit Call the Midwife.
Another BBC source told the Mirror:
"ITV is clearly worried. We are really disappointed and some TV fans will be too."
With an ITV insider said:
"We want BGT in primetime and we know people love the show. We are not worried about what The Voice does."