The Voice UK host Reggie Yates has taken a swipe at Simon Cowell's talent shows, claiming that The X Factor and Britain's Got Talent focus too much on sob stories and image.
Yates, who will present the BBC One singing contest with Holly Willoughby, said that The Voice would provide a "credible" alternative to other TV talent shows.
"On another show, where someone's father has nearly died and they've held the note, they're good to go." he told Attitude magazine. "But that's not what The Voice is about.
"Ours is far more credible than any other music competition show that I have seen. It's about musical talent, not about how they're dressed or how good they look."
Tom Jones also criticised Cowell's TV empire at the weekend, claiming that his ITV1 judges didn't have the right experience to be judging musical talent.
The Voice UK launches on Saturday, March 24 on BBC One.
