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BBC One's new Saturday night prime time talent show, The Voice, was beaten by ITV1's Britain's Got Talent in the much anticipated ratings battle. The Voice, which stars Black Eye Pea's will.i.am, Jessie J, Tom Jones and The Script's Danny O'Donoghue as coaches, pulled in 8.9million viewers (36.2% share of viewership) to Britain's Got Talent's 6.27million during the pair's 20-minute overlap between 8pm and 8.20pm (GMT).

But, Britain's Got Talent, had the last laugh as they pulled in more viewers overall, after The Voice had went off air at 8.20pm. The Simon Cowell judged variety show averaged 9.43million viewers and peaked with a notable 10.94million.

The BBC One singing contest averaged 8.43million viewers over the course of the programme and peaked at 9.6million – an impressive 47.3% share of viewership – at 7.45pm. The Voice, therefore, launched with a higher viewing figures than Britain's Got Talent did in 2007 and The X Factor in 2003.

The launch episode for the sixth series of Britain's Got Talent saw the return of Cowell to the judging panel, alongside Amanda Holden and new judges, comedian David Walliams and, former Strictly Come Dancing judge, Alesha Dixon.

The US version of The Voice is now in its second series, with Christina Aguilera, Cee Lo Green, Maroon 5's Adam Levine and Blake Shelton as coaches.

The show's format sees contestants perform in "blind" auditions, in which the coaches turn their backs on the singers – so that they are only judging the voice. The winner of the UK version of the show will receive a recording contract with Universal.

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