Simon Cowell is challenging his BBC rivals at The Voice head-on by moving the starting time of Britain’s Got Talent.
His show will air at 7pm, an hour earlier than its traditional slot, when it starts its seventh series on ITV1 tonight.
Episode three of The Voice begins at 6.45pm on BBC1 but there will be an overlap of 75 minutes so Cowell’s move is set to ignite a ratings battle between the talent shows.
The changes were announced as the music mogul admitted BGT had started out behind The Voice’s first season last year.
But Cowell declared: ‘This is the better show. So I’ll put my money on us. There’s more variety, it is more interesting.’
On Thursday he found himself at the centre of attention as his co-judges Alesha Dixon and Amanda Holden lauded him with affection - after kissing each other first.
The two female judges, who were once so angry with Cowell that they walked off set, were seen kissing each other as the music supremo watched on smiling at the Britain's Got Talent launch on Thursday afternoon.
The two women kissed each other on the lips before turning their attention to the big boss.
Simon, 53, looked like the cat who had got the cream as he watched the women kiss from inches away before he was then given a peck on each cheek by the beautiful ladies.
Standing outside of the Institute of Contemporary Arts, in central London, the trio put on a public display of affection as they officially launched the new series.
Amanda and Alesha even formed an orderly queue to pay homage to the BGT boss as they took it turns to pose with him.
Simon's return to the show wasn't the only thing making a comeback as judges Amanda and Alesha's fashion competition was back with a vengeance as they arrived at a Britain's Got Talent launch on Thursday.
The two stylish females turned up dressed ready to reignite their fierce fashion rivalry.
Alesha, 34, looked sensational in a short blue and white dress that featured a black trim around the hem.
The pretty frock showed off her long legs which were accentuated by a pair of nude colour heels.
The low cut dress also featured a checked pattern collar and pleats from the hips down.
While Alesha was doing her very best
to show off as much skin as possible while still being elegant, Amanda's
ensemble was a bit pants.
The beautiful blonde hit the red carpet and instantly was given a pair of boxer-trunks that were emblazoned with the Union flag.
Amanda, 42, happily posed with the underwear and showed off the patriotic pants for everyone to see.
Although Amanda and Alesha both opted for very different styles they were equally matched with their show stopping appearances.
The co-judges have clearly built up a strong bond as Amanda tweeted: 'Its #BGT launch and press day! Can't wait to see my @AleshaOfficial !'
It's not surprising that the female
half of the judging panel have formed an alliance after they both fell
out with Simon Cowell and David Walliams during filming.
The pair went on strike leaving Walliams and Cowell to carry on without them during the show.
Walliams said: 'People might be surprised when they see the girls get so upset with the boys over an act that they stage a walkout.
'I hate the idea of upsetting anybody.
Simon's used to upsetting people, so he delighted in it, but I actually
felt bad. I hate falling out with anybody but we managed to patch
things up.
'It was most peculiar. Simon and I tried to carry on the show, just the two of us, but it just wasn't right - we did actually really miss them.'
Show supremo Cowell said the pair had 'grown claws' for the new series which begins on ITV this Saturday.
He described former Strictly Come Dancing judge Dixon as 'strong and feisty' and said she could 'stand up to all of us'.
Holden said the star was her 'sister in arms', adding: 'Together we can fight anything.'
But she also praised Little Britain star Walliams who she said was not afraid to speak his mind.
She said: 'He is really easy to talk to, he's very thoughtful and, despite his dark and strange ways, he is a gentleman. Also his ability to ask the questions that you're dying to ask but your filter stops you. David has no filter.'
His show will air at 7pm, an hour earlier than its traditional slot, when it starts its seventh series on ITV1 tonight.
Episode three of The Voice begins at 6.45pm on BBC1 but there will be an overlap of 75 minutes so Cowell’s move is set to ignite a ratings battle between the talent shows.
Picture perfect: Amanda Holden and Alesha Dixon
kissed as Simon Cowell watched on at the launch of Britain's Got Talent,
on Thursday
Lucky boy: Simon Cowell found himself getting
kissed by both Amanda Holden and Alesha Dixon on Thursday at the
Britain's Got Talent launch in London
But Cowell declared: ‘This is the better show. So I’ll put my money on us. There’s more variety, it is more interesting.’
On Thursday he found himself at the centre of attention as his co-judges Alesha Dixon and Amanda Holden lauded him with affection - after kissing each other first.
The two female judges, who were once so angry with Cowell that they walked off set, were seen kissing each other as the music supremo watched on smiling at the Britain's Got Talent launch on Thursday afternoon.
The two women kissed each other on the lips before turning their attention to the big boss.
Simon, 53, looked like the cat who had got the cream as he watched the women kiss from inches away before he was then given a peck on each cheek by the beautiful ladies.
Standing outside of the Institute of Contemporary Arts, in central London, the trio put on a public display of affection as they officially launched the new series.
Going for gold: Alesha and Amanda put on quite a show for Simon at the launch
Making moves: Alesha made sure she gave Simon plenty of attention as she greeted him
What a flirt: Simon and Amanda embraced each other warmly as they hugged
Simon's return to the show wasn't the only thing making a comeback as judges Amanda and Alesha's fashion competition was back with a vengeance as they arrived at a Britain's Got Talent launch on Thursday.
The two stylish females turned up dressed ready to reignite their fierce fashion rivalry.
Forever friends: Alesha and Amanda put any past disagreements with Simon to one side
Clean him up: Simon's careful make-up had to be adjusted by Amanda after her lipstick rubbed off on him
Return of the king: Simon looked right at home on the red carpet
The pretty frock showed off her long legs which were accentuated by a pair of nude colour heels.
The low cut dress also featured a checked pattern collar and pleats from the hips down.
The A-Team: Alesha, Simon and Amanda were without David Walliams
Mission accomplished: Alesha's short dress showed off her legs while also giving her a strong sense of elegance
Look who's back: Alesha looked fantastic with
her short blue and white dress as she arrived at the Institute of
Contemporary Arts
Battle time: Judges Alesha Dixon and Amanda
Holden arrived at the Britain's Got Talent launch dressed stylishly on
Thursday, in London
The beautiful blonde hit the red carpet and instantly was given a pair of boxer-trunks that were emblazoned with the Union flag.
Amanda, 42, happily posed with the underwear and showed off the patriotic pants for everyone to see.
Suits you: Amanda made her androgynous look sexy with a pair of black leather trousers and killer heels
Saucy star: Amanda had some fun as she posed on the red carpet with a pair of Union flag emblazoned pants
No more commando! Amanda presents Simon with a pair of pants after he told her he doesn't wear underwear
The rest of her outfit was pure class
as she teamed a pair of leather trousers with a white blouse and smart
fitted black blazer.Although Amanda and Alesha both opted for very different styles they were equally matched with their show stopping appearances.
The co-judges have clearly built up a strong bond as Amanda tweeted: 'Its #BGT launch and press day! Can't wait to see my @AleshaOfficial !'
Cheeky! The music mogul doesn't seem impressed with Amanda's choice of gift
All friends: Despite his lack of enthusiasm, his co-judge couldn't contain her laughter
The pair went on strike leaving Walliams and Cowell to carry on without them during the show.
Walliams said: 'People might be surprised when they see the girls get so upset with the boys over an act that they stage a walkout.
Grand entrance: Alesha strutted from her chauffeur driven car to the red carpet looking sublime
Sisters at war: Alesha and Amanda both looked superb in their very different styles
'It was most peculiar. Simon and I tried to carry on the show, just the two of us, but it just wasn't right - we did actually really miss them.'
Show supremo Cowell said the pair had 'grown claws' for the new series which begins on ITV this Saturday.
Cheeky girl: Amanda arrived with the pants in her hand ready to make a statement on the red carpet
Here come the girls: Simon Cowell's ex girlfriend Mezghan Hussainy looked lovely in a cream dress
Holden said the star was her 'sister in arms', adding: 'Together we can fight anything.'
But she also praised Little Britain star Walliams who she said was not afraid to speak his mind.
She said: 'He is really easy to talk to, he's very thoughtful and, despite his dark and strange ways, he is a gentleman. Also his ability to ask the questions that you're dying to ask but your filter stops you. David has no filter.'
The spin off: Britain's Got More Talent host Stephen Mulhern was his usual smart self