The first live show of The Voice 2013 is set to avoid a ratings showdown with the final of Britain's Got Talent - by moving to a Friday night.
The two shows had been screened at different times on Saturday evenings in a bid to boost audiences -but a clash on June 8, when the BGT final takes place, would have been almost inevitable.
However The Sun now reports that The Voice will avoid the overlap altogether by kicking off its live shows a day earlier on June 7.
"The decision is in the best interests of viewers," a source told the paper.
"Given the length of the quarter final it would have been almost impossible to avoid a clash."
It is not the first time this series The Voice has moved aside to make way for Britain's Got Talent - which has been the Saturday night ratings champion throughout the series.
The BBC One show kicked off its latest run in a 6.45pm timeslot, but moved to later in the evening when BGT was scheduled to begin at 7pm, thus avoiding a complete overlap.
While the BBC maintained ITV's decision to screen BGT earlier was 'disappointing', the network defended their actions, citing the success of such shows as Splash! and Saturday Night Takeaway in the 7pm slot.
The Voice has gained viewers since moving to later in the evening, with audiences averaging between seven and eight million.
However BGT has still proven more popular, with last Saturday's show pulling in a massive 10.5m - making it the most watch show of the series so far.
The Voice's battle rounds will continue next Saturday, with the show taking a week's break to make way for The Eurovision Song Contest.
