Sir Tom Jones
Singer Tom Jones arrives for the British Academy of Film and Arts (BAFTA) awards ceremony at the Royal Opera House in London February 12, 2012.

The rivalry between music reality shows is growing in size and intensity.

In the latest incident, Sir Tom Jones, a judge on BBC's "The Voice", has taken a dig at ITV's "X-Factor".

"The Voice was purely about singing rather than a lavish production or an image overhaul. People now are seeing and not really listening. You can see shows with a lot of singers in there and there is a production value involved, a lot of people like that kind of thing but I like to hear a voice. I look and listen to these shows for talent. I don't want to hear someone copying other people. I don't want someone to say, oh you don't move like so and so and so or you need to be more like so and so for production values. We have to start with basic talent. It's like listening to the record for the first time without knowing who that person is," Jones was quoted as saying by the Daily Mail.

Jones added he preferred "The Voice" because the judges were made up of successful singers rather than managers or record company bosses.

Meanwhile, two rival shows - "The Voice" and "Britain's Got Talent", will launch on 24 March. According to a Daily Mail report, while the schedules have yet to be finalized, BBC1 is aiming to broadcast the first episode between 7 and 7.30 p.m. on the day. An ITV insider, on the other hand, admitted plans to schedule "Britain's Got Talent" between 7.45 and 8 p.m. on the same night. The major problem is that the opening episode of "The Voice" will be at least 75 minutes long... meaning the two are bound to overlap.

So which one will you watch?