By Kirsty Mccormack and Kimberley Dadds

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Rival TV contests Britain's Got Talent and The Voice will go head-to-head this evening so no wonder the judges' claws are starting to come out.

But the rivalry between the shows has now taken a sinister twist as their comments have become more serious and cutting.

And it's BGT's Amanda Holden who has shocked with her remarks when she was asked why viewers should tune into her ITV1 show instead of the BBC's new offering, taking a jibe at The Voice's mentor Sir Tom Jones.

Cruel jibe: BGT judge Amanda Holden shocked by making the comments about rival The Voice mentor Sir Tom Jones

Making the comment during the launch of Britain's Got Talent she said: 'Why should viewers switch over to us? Because Tom might be spinning in his grave next week. Bring it on. This feels like the A-team to me.'

The BBC were said to be shocked by her comments, but show insiders told The Sun she meant no offence, stating: 'She has the utmost respect for Tom.'

But it's not only 41-year-old Amanda who has put the boxing gloves on.

Upping the rivalry: The judges have started to take nastier swipes at each other as both shows gear up for their launches

Upping the rivalry: The judges have started to take nastier swipes at each other as both shows gear up for their launches

Simon Cowell has also taken a swipe at The Voice, which features Black Eyed Peas' will.i.am, Jessie J and The Script's Danny O'Donaghue alongside Sir Tom.

The music mogul swiped: 'Susan Boyle has sold nearly 30million albums. You can't knock the statistics.

'It makes the marks from one of The Voice panelists who said: 'Only singers can judge talent shows' ridiculous.'

SuBo moment: Classical singer Jonathan looks set to be a highlight with his friend Charlotte when the new series of BGT airs

SuBo moment: Classical singer Jonathan looks set to be a highlight with his friend Charlotte when the new series of BGT airs

And while the Britain's Got Talent judges, who also consist of Alesha Dixon and David Walliams, have been stepping up the rivalry, The Voice panel has also had their say.

Will.i.am has laughed off Simon and Amanda's comments and said: 'I think they just show Simon Cowell might be nervous about us.'

And Welsh crooner Sir Tom has opened up about his fears for the BBC show and has admitted he wants to get it spot on because he's put his reputation on the line by signing up to the programme.

He told The Sun: 'You are throwing yourself out there and making decisions. People at home could be thinking, 'What the f**k? Why would he do that? What's the matter - is he deaf?

Ready to be rivals: The Voice mentors will.i.am, Danny O'Donoghue, Jessie J and Tom Jones will make their debut tonight

Ready to be rivals: The Voice mentors will.i.am, Danny O'Donoghue, Jessie J and Tom Jones will make their debut tonight

'When you are out and about on the Tube, or in a cab, the drivers are going to go, 'Hey Tom, the show is s**t'. We have to make the show as good as we possibly can and whatever is thrown against you, fight back.'

And the judges have certainly been upping their fighting talk as they gear up for the launches tonight.

Stepping up the game: The producers have ensured they've got maximum publicity on shows like Loose Women

Stepping up the game: The producers have ensured they've got maximum publicity on shows like Loose Women

Will.i.am has already slated Cowell for dumping his contests from his reality shows such as The X Factor too quickly.

The spat was apparently fueled after music mogul Cowell told viewers 'not to bother' watching the BBC's new show.

According to the Daily Mirror, The Black Eyed Peas singer was quick to respond and slammed Cowell for not being 'committed' to the acts that appear on his shows X Factor and Britain's Got Talent.

Referencing to one of X Factor's previous stars, will.i.am said: I love Cher Lloyd. She could have been one of the biggest stars in the world. But they didn't treat her right.

'They juice the contestants to get people to watch TV. That is wrong, I can't do that.'

But the pair's feud began way before news of The Voice as Cowell disagreed with former X Factor judge Cheryl Cole choosing to have will.i.am as her manager.

And after the Girls Aloud singer was axed from the U.S. version of the reality show, will.i.am was allegedly the one who persuaded Cheryl not to return to the UK version of the show.

According to a source, there is certainly 'no love lost' between the pair.

But it seems that Cowell and will.i.am aren't the only stars of the reality shows who are throwing digs at one another.

That looks interesting! BGT will see a number of different acts audition, while The Voice is all about singing talent

That looks interesting! BGT will see a number of different acts audition, while The Voice is all about singing talent

Cowell said in a recent interview that he thinks the BBC are obsessed with him, saying: 'The Voice was brought in deliberately to compete with us.

'The BBC are trying to prove a point at the moment, but luckily it's the public who decide.

Taking swipes: Will.i.am has also commented on the rivalry, insisting Simon must just be worried about their show

Taking swipes: Will.i.am has also commented on the rivalry, insisting Simon must just be worried about their show

Both ITV and BBC will be eagerly awaiting the results of ratings war when the two shows overlap with one another tonight.

The Voice will air at 7pm and finish at 8.20pm - twenty minutes after the latest series of Britain's Got Talent has begun.


Here's what other readers have said. Why not add your thoughts, or debate this issue live on our message boards.

The comments below have been moderated in advance.

Anyone remember Holden on blind date? Came across as full of herself and a fame hungry.

Nice one Amanda, basically disregard your own near death experience and make a light quip for someone else. I know this is supposed to be banter between the two shows but it's too obvious that BGT are just being rude and The Voice are actually appearing more dignified. Knew I would watch the Voice as soon as I knew it was being transferred from the US to here, however if I don't like it then I'll simply switch over to La Liga instead of moaning about it on a online forum :-)

I'd never heard of Amanda Holden until a few weeks ago when there was an article about her nearly dying during childbirth (and being back to work 2 weeks later)... Tom Jones on the other hand is known worldwide and has proven time and again that he can sing and most likely recognize talent as well.

Its all for publicity,so predictable and so yesterday.

Lost a LOT of respect for Amanda now. Funny how the claws come out when she was so close to death not that long ago. Anybody can die at any age, no matter how healthy, famous or rich they are. I don't see why peopple are making such a fuss, so the two shows overlap by a whole twenty minutes? Gasp! Just no. Fans of singing will watch The Voice, fans of Simon's ego factory will watch BGT. I know what I'm sticking with.

Amanda Holden must be one of the most unlikable not-so-famous people around these days

Blimey Amanda, that really is a bit strong isnt it? Is this the way its going to be? Why not welcome the competition if its not a threat? This just goes to show what they are really up against. I really will make The Voice my choice now. Not tha I needed this hear Amanda's comment to do so, but it really hasnt helped. -Unbeliveable, and I didnt want to say it, but especially from her!

Tom was turning out hits when she was a little girl dreaming of the day she would marry someone who would give her the first steps to fame and then she could dump him! Keep your horrible comments to yourself Amanda, you are just proving the ones who had a low opinion of you before right.

hark at her - she'e the one that was on deaths doorstep not long ago - anyone can die at any age - she's just jealous that Sir Tom is still more famous at his older age than she ever was or will be - all she's done is be notorious ( not famous) in some of her actionsand the fact that she has had some personal misery -- loads of ordinary women go through the same and more every day but just get on with it and don't make money from selling their stories -

Let's face it, we are all going to be watching The Voice tonight. I have absolutely no desire to see Alesha 'you know wot' Dixon in action. And Amanda should know better than to make such horrible comments.

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