The Voice UK will focus on "real talent", says Will.i.am

Will.i.am (The Voice UK)

The Voice UK coach Will.i.am has taken yet another swipe at Simon Cowell and The X Factor, saying that the new BBC series will focus on "real talent".

Speaking ahead of tonight's opening episode, will insisted that no one would be made fun of on the show, and the "emotional" would draw viewers in.

“What’s good about The Voice is that it is about real talent," Will said this morning. “It is searching for real talent without all the things that have plagued the entertainment industry. We all know there are a lot of people who are successful but aren’t talented.

“You are not distracted by how beautiful they are or how unattractive, you are just attracted by the voice.

“There is no room to make fun of people or put people down just for ratings. It is going to be a good show because people are singing really well, it is emotional and draws you in.”

Artists appearing in this weekend's opening Voice UK episode include Sean Conlon, former member of boyband 5ive, alopecia sufferer Toni Warne, and Jessica Hammond, who tries to make an impression on coach Jessie J by singing her number one single 'Price Tag'!

The show starts at 7PM on BBC One.

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