The X Factor has declared all-out war in its UK ratings spat with Strictly Come Dancing.
The ITV singing competition will air on Friday, September 26 as well as on Saturday, September 27 and Sunday, September 28.
This marks The X Factor's Friday debut, and means that it will clash directly with the first Strictly Come Dancing live show on BBC One.
The latest development comes after Strictly attracted more British viewers than The X Factor on its opening weekend, with Simon Cowell tweeting: "Round one to them".
Cowell had previously expressed his disappointment that the two shows clashed, suggesting that viewers were the real losers in that situation.
BBC One defended its decision to air the Strictly launch opposite The X Factor, explaining that it was to avoid Coronation Street - which had moved to Sunday to avoid a clash with football.
The X Factor will air on Fridays for two weeks, with the first weekend dedicated to Boot Camp, while the Judges' Houses round is highlighted a week later.
According to Digital Spy, ITV sources have defended the move, suggesting they are unable to fit in a long-enough episode of The X Factor on Sunday nights as the ITV schedule also includes the returning Downton Abbey and the rebooted Sunday Night at the London Palladium.
