Britain's Got Talent boss Simon Cowell is apparently hoping to make new judge Alesha Dixon bigger than his former X Factor protégé Cheryl Cole.
According to Reveal magazine, the music mogul has "hit it off" with Alesha, and reckons she's been held back by Strictly Come Dancing!
One of those always secretive sources tells the publication: "Simon hasn’t been this into anyone since he hit off with Cheryl on The X Factor."
It follows reports this week however that Simon and Alesha clashed on the show as auditions concluded in Birmingham at the weekend.
The former Strictly judge was reportedly left upset when Simon made fun of her, commenting: "Who are you?"
But insiders have suggested that the music chief may have just be using the old school playground tactic of being mean to the girl you fancy!
"He believes he's going to make her even bigger than Cheryl at her X Factor height - an it's all because he fancies her rotten," the source continues.
They added: "He's already been nicknaming her 'Miss Sexy' when he refers to her discussions with his BGT team'"
Britain's Got Talent 2012 hits screens later this year.