The Voice 2013 UK coach Will.i.am has defended the show from critics, saying it's different from other talent contests.
The Black Eyed Peas star returned on Saturday night alongside Jessie J, Sir Tom Jones and Danny O'Donoghue to the BBC One show.
Despite an impressive 6 million viewers tuning in, the show was beaten in its weekend night ratings battle by Ant and Dec's Saturday Night Takeaway.
And with Britain's Got Talent back this month, a reality telly war is starting to form.
Throwing the first punch, Will said this week: "Its the blind auditions that differentiate this show from other talent shows," carefully naming no names.
He added: "It's not about making fun of people."
Meanwhile, Jessie J revealed she was after a voice that could be successful in the charts this year.
She said: "Voices that I'm looking for on series two are voices that will make a good album, relate to people and give you goosebumps."
Despite the comments from The Voice's coaches, X Factor boss Simon Cowell is reportedly confident his talent shows will trounce the competition this year.
A source told The Sun newspaper today: “Simon was thrilled.
"He thinks if he can put the boot into The Voice now it will help BGT when it launches and give a boost to The X Factor when it returns in the summer.
“His biggest fear is people seeing The Voice as a replacement for The X Factor. He’ll do anything to stop that.”