Phillip and Holly go head to head
'This Morning' co-hosts Phillip Schofield and Holly Willoughby will be pitted against each other in a Saturday night ratings war
Phillip Schofield and Holly Willoughby will be pitted against each other in a Saturday night ratings war.
The 'This Morning' co-hosts will see their shows - Phillip's 'The Cube' and Holly's 'The Voice' - go head-to-head from April 14 as ITV are desperate to beat the BBC's new singing programme.
A source told the Daily Mirror newspaper: "This smacks of desperation. They are running scared and to pit Phillip against Holly is the last throw of the dice.
"They are going to any lengths to beat 'The Voice' and damage its ratings but they are on a losing wicket."
As well as being up against 'The Cube', 'The Voice' - which Holly co-hosts with Reggie Yates - is also going head to head with the latest series of 'Britain's Got Talent' and BBC bosses are pleased with how well its been doing.
A BBC insider has said of the ratings: "'The Voice' got over two million higher than them when we were up against each other and then they inherited a lot of our audience. To be honest, we said ourselves 'The Voice' might drop off, because these types of shows normally do, so everyone is thrilled it has done so well.
"'BGT' has been around for about six years so we are slightly the underdog as we are when 'Strictly' is up against 'The X Factor'.'