London: ITV bosses are struggling to buy the rights of the hit US singing show `The Voice` from BBC which is expected to be launched in the UK.
The show, touted as the rival of `X-Factor`, is likely to induct pop star Cheryl Cole on the judge`s seat. The decision has left the UK `X-Factor` chiefs nervous, fearing it could undermine their hit ITV1 show, reported Sun online.
"The X Factor has had a bit of a roller coaster ride already this year and ITV fears any rival new show could blow it out of the water. The hype around The Voice is now so great that ITV feels it has no choice but to be in the running for it.
"If the BBC got it - and managed to sign Cheryl – then it could snare loads of viewers away from The X Factor," said an insider.
According to reports, the BBC, last month, was close to signing `The Voice` with Cole as a judge. But now ITV bosses have said they are keen on landing the show, as they fear that seeing Cole on a BBC version of the reality contest would be a huge blow to the UK X Factor.
`The Voice` pulled in 14.4 million viewers last week, with Christina Aguilera and Cee Lo Green among the panel of judges.