As Strictly Come Dancing 2012 prepares to launch tonight, the show's team has insisted they're not worried about ratings.
No doubt all eyes will be on tomorrow's reports as Strictly and The X Factor both begin their yearly Saturday night ratings race.
Last year saw Strictly fight back after years of being beaten by The X Factor, and with the ITV1 series in decline it seems Strictly is set to overtake as the UK's biggest reality show.
But Strictly's a co-executive producer Glenn Coomber insists: "I think ratings will become less and less important."
He told the BBC Radio 1 news website this week: "With iPlayer, with ITV Player, with PVRs, with watching online. There are all sorts of ways that people consume how they traditionally used to choose one of four or five buttons.
"And so I think over the years there will be a new way of monitoring how ratings work and yes, their significance will change."
Last year saw Strictly hit some highs of 11 million viewers, with popular stars including McFly's Harry Judd in the line up.
With the likes of Girls Aloud's Kimberley Walsh and Olympic star Victoria Pendleton be able to attract as many viewers?
Strictly Come Dancing 2012 airs tonight at 6:30PM on BBC One.
We'll have the latest ratings news on Sunday morning at 10AM.