The launch dates for the latest series of Ant and Dec's Saturday Night Takeway and The Only Way Is Essex have been confirmed by ITV today.
Takeaway will return on Saturday 22nd February at 7.00pm for what is its eleventh series, and the second since it was successfully revived by the broadcaster last year.
The variety show - which averaged around 7.3million viewers last year - will provide the first serious competition for BBC One talent show The Voice UK, which has enjoyed something of a ratings resurgence this year thanks to its new winter scheduling and coach line-up.
However, Takeaway will air during The Voice's Battle rounds and live shows, which have traditionally attracted lower viewing figures than its Blind Auditions.
Meanwhile, TOWIE is back for its eleventh run on ITV2 on Sunday 23rd February at 10.00pm.
It was recently confirmed that the structured reality show has been recommissioned for another three series, but this afternoon ITV announced that it will air exclusively on a brand new channel, ITVBe, from late 2014.
Most of the cast are expected to return, except Joey Essex and Lucy Mecklenburgh, who quit in November and December of last year.