ITV bosses are reportedly planning to create a dance show to directly compete with BBC's hit Strictly Come Dancing.
Shall We Dance?, which plans to see six celebrities performing with their other halves, is being lined up to air in the same slot as its BBC rival later this year.
Speaking to the Daily Star Sunday, a source said, "ITV has seen Strictly pull in massive ratings for ten years and they want to get in on the action.
"It's a pretty ruthless move to launch a dance show at the same time of year. The BBC won't like this at all - it could spell the end for their flagship show."
The big-budget series was apparently commissioned on 11 April 2013 and will run for six weeks being be broadcast at 7pm each Saturday from the end of August.
It will literally be head-to-head with Strictly's launch show in September!
The insider added,"Strictly has regularly aired at the same time as X Factor in the past.
"But this year the BBC will have to compete with another dance show. This is bound to ruffle a few feathers."
ITV is said to have secured well-known choreographers for Shall We Dance?, with sources hinting that former Strictly judge Arlene Phillips could be on board.
An ITV source said: "Strictly can be a bit old-fashioned. We'll have Bollywood one week and street dancing the next. It'll be much more fun."
Simon Cowell must be laughing at the chance to mess up Strictly's rating!
Think we need another dance show?
WATCH: NEW ROMEO AND JULIET TRAILER
5 REASONS WHY WE LOVE MADE IN CHELSEA
HANDBAG HEARTS... JOSH KUMRA