ITV chief Adam Crozier has taken a swipe at new BBC One series The Voice UK, branding it a derivative of similar ITV1 shows.
The Guardian quotes the ITV boss as saying that channels needed to create new brands.
He continued: "A lot of these shows have been running for some time and it is sensible to look at new ideas. The last two or three years there really hasn't been anything new around.
"Probably only the Voice and even that is a derivative of some of the shows around."
BBC One boss Danny Cohen previously defended the new show, saying that The Voice was 'completely different' to The X Factor and Britain's Got Talent.
The Voice UK will launch next month on the channel, and is expected to go head to head with the new series of BGT which will see the return of boss Simon Cowell to the panel.