It is billed as a unique take on the TV talent show, but BBC1's The Voice has proved controversial even before it has begun. From the creator of Big Brother, with a budget of £25m over two years, the singing contest has already become so important that the reputation of the BBC1 controller, Danny Cohen, is on the line.
But it faces the most difficult possible start, after ITV and Simon Cowell decided to greet its arrival by bringing forward the Easter juggernaut Britain's Got Talent by a month so the two could go head to head.
With a line-up of judges intended to appeal to all ages - including the 23-year-old Jessie J; will.i.am, 36; and Sir Tom Jones, aged 71 - The Voice differs from its rivals because the auditions are done "blind". Jones and his fellow panellists - or "coaches", in the parlance of the show - get to see what the singers look like only after they are chosen.