Simon Cowell has claimed that TV viewers haven't quite had their fill of talent contests as ITV prepares for the return of Britain's Got Talent.
The variety show begins its seventh series tomorrow night, while The X Factor is back for its milestone tenth series in late August.
But despite the former facing competition from BBC One's The Voice and the latter's ever-dwindling ratings, Cowell believes that there's still life left in his aging formats.
"When we first made this show, if you'd have told me I'd be sitting here on season seven, I would have pinched myself to be honest with you," the media mogul commented at a press conference yesterday.
"But credit to the producers, they just make a great show.
"I think it's as much about people as it is about talent - if you didn't know their back stories or you didn't like them, they're just acts, and the show would be boring. They always seem to do a good job of finding people you root for."
Referring to fourteen-year-old cerebral palsy sufferer Jack Carroll, who is featured in this week's episode, Cowell continued: "I defy anyone not to be touched by that story, and that's why I think the show works."
The 53-year-old added: "We live in a world - let's be honest - where everybody wants to be famous now, and I think that's quite fun.
"The day it starts becoming boring, trust me, we'll stop."
Cowell also rubbished the suggestion that the new run will be the last, with ITV's contract for both BGT and X Factor due to run out at the end of this year.