UK television channel BBC One claims rivals ITV are 'worried' about its new talent show The Voice, featuring bisexual pop star Jessie J, after a clash in schedules with Britain's Got Talent emerged.

Both shows which premier on 24 March originally overlapped for 45 minutes but the BBC pushed it forward from its original 7.15pm start time to 7pm.

However, ITV hit back by moving Simon Cowell's ratings winner from 7.45pm to 7.30pm.

An alleged BBC source told The Mirror the move suggests the channel is running scared, saying, 'ITV is clearly worried. We are really disappointed and some TV fans will be too.'

But an ITV insider said: 'We want BGT in primetime and we know people love the show. We are not worried about what The Voice does.'

BRIT Award-winning Jessie J will join Black Eyed Peas' Will i-Am, Sir Tom Jones and The Script's Danny O'Donoghue as 'coaches' on the program.

The premise of the series, which has already been successful in the US, is to find a pop star based solely on their singing voice.

At the end of the 11-week process, the winner is given a record deal with Universal.