Britain's Got Talent will reportedly be scheduled directly opposite The Voice UK when both shows launch later this month.
Insiders claim that ITV want the sixth series of Simon Cowell's reality show to air on Saturday, March 24 - the same date as its new BBC rival has long been tipped to start.
Speaking to The Sun, a source from the corporation claimed that ITV's move was retaliation for failing to win the rights to The Voice.
"This is typical of ITV, parking their tanks on our lawn just as we launch a major new format," the insider said. "They are smarting because they didn't get the show although they bid £10million more than us."
An ITV insider hit back: "We haven't declared our launch date but, if I was a betting man, I'd go for March 24.
"The BBC know we always launch BGT around this time. If anyone is parking tanks on a lawn, it's them on ours."
For the past four years, Britain's Got Talent has launched in mid-April.
The rivalry between the two formats has been building in the run up to both series debuting, with ITV chief executive Adam Crozier this week describing The Voice as "derivative".
Cowell admitted to back in January that he recognises the "challenge" posed by The Voice.
"The BBC must be confident because they have put it up against this show," he said. "They want to make a competition out of it. So we've got to make [Britain's Got Talent] better. Everyone benefits because of that."
