The Voice to air ahead of Britain's Got Talent?
BBC producers are said to be changing the air date of 'The Voice' so it doesn't have to come up against ITV's 'Britain's Got Talent' in the ratings
'The Voice' bosses have reportedly surrendered in the ratings war with 'Britain's Got Talent'.
After two years of trying to match viewing figures for the rival ITV show, which is screened in the same prime-time slot on Saturday evenings, BBC producers are said to be planning to move the singing competition to an earlier air date in the calendar.
'The Voice' live shows are expected to start two months earlier in 2014, with the pre-recorded auditions beginning in February and the live shows finishing in April - before 'BGT' even returns.
A source told The Sun newspaper: "This year really is make or break for 'The Voice'. They are planning to move it to the early part of the year when they will have a free run when it comes to Saturday entertainment.
"It will also mean 'The Voice' is on in winter, when more people watch TV in the evenings. If that doesn't work they'll be forced to dump the show for good."
The drastic measure comes after the show has seen declining ratings for the past two years, falling to four million at one point during series two.
Popular judges Jessie J and Danny O'Donoghue have also announced they will not be returning to the show for its third series, with fellow mentors will.i.am and Sir Tom Jones yet to make a decision about their future on the programme.
However, a BBC spokesman said: "No decision has been made. 'The Voice' is not pinned down in the schedule yet."