The Britain's Got Talent 2013 start date was confirmed yesterday as April 13, at 7PM.
The BBC quickly moved The Voice 15 minutes earlier to 6:45PM, but it still means both shows will overlap for most of the evening.
The Voice started last weekend with 6 million viewers, down some 2 million on its launch of series one last year.
It's left ITV the favourites to win the Saturday night ratings battle when BGT returns in just over two weeks' time.
Bookmaker William Hill has made BGT the /5 favourite to score the most viewers of the evening, despite the BBC giving The Voice a 15 minute head start on its rivals.
"Saturday night TV is all about the viewer, but it seems as though this war between ITV and the BBC will result in one show completely outstripping its rival and in this case, we can see The Voice trounced by BGT," said William Hill spokesman Joe Crilly.
BBC insiders this week hit out at ITV for it's 'tactical' scheduling of BGT at 7PM.
“This is getting absolutely ridiculous. It doesn’t serve the viewers," they said. “It’s pathetic and smacks of them running scared.”
But ITV hit back, with a source explaining: "Britain’s Got Talent is for all the family so we have to go at a time when everyone can watch and that’s 7pm.”
They continued: "The 7pm slot has worked very well for us recently with Splash! and Saturday Night Takeaway so Simon Cowell talked with ITV boss Peter Fincham and they both agreed to go at 7pm even if it meant tackling The Voice head on. They are confident this is a great series and in the past younger viewers have been in bed before our show ends."