The Voice UK coach Danny O'Donoghue has said that the show will not ridicule contestants like The X Factor.
The Script frontman said that the panel of himself, Jessie J, will.i.am and Tom Jones are not looking for novelty acts to make fun of.
"I'm so excited about it, I'm like a giddy kid," he told the Daily Star. "The quality of talent on the show is unbelievable.
"There aren't any novelty acts. And there are lots of people who have auditioned who've said they wouldn't audition for X Factor for fear of being ridiculed."
O'Donoghue's comments echo that of The Voice UK host Reggie Yates, who described the contest as a "cool, credible" alternative to The X Factor.
"I love The X Factor - I follow it every week. But this is a different beast," he said. "The Voice is more to do with finding musical talent rather than pop stars.
"We want credible people and they'll be getting constructive criticism, not catchphrases."
The Voice will reportedly launch on Saturday, March 24 on BBC One.
