Will.i.am 'hopes The Voice UK will beat The X Factor in the ratings'

Will.i.am (The Voice UK)

Black Eyed Peas star Will.i.am is reportedly determined for new BBC One show The Voice UK to beat The X Factor in the ratings when it launches on BBC One next month.

The new talent show, which sees contestants try out for the judges in so-called "blind auditions", features Will.i.am amongst its panel of superstar coaches.

Joining him are Jessie J, The Script's Danny O'Donoghue and Welsh singer Tom Jones, with each of the four coaches building 'teams' of eight contestants.

It may be a big uphill struggle to compete with The X Factor right away, but Will.i.am - real name William James Adams, Jr. - apparently sees Simon Cowell as a "major rival”.

And Reveal magazine say it's left Cheryl Cole stuck in the middle.

"It's crystal clear that Will in particular sees Simon as a major rival. They're both very protective of Cheryl," a source explains. "She's has a habit of bringing that out in guys - and both of them think they know what's best for her."

It was reported yesterday that both Simon and Will were demanding that Cheryl pick one of them to join on their respective shows.

Will.i.am, who helps to manage Cheryl's music career, has said he wants the Geordie beauty to perform on The Voice live shows, while Simon is said to be hoping that Cheryl will want to return to The X Factor UK in the summer.

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