The Voice UK discography indicating intent to coach them. If more than one coach turns round, power falls into the hands of the singer. Once all four teams are complete, the live shows begin and the singers sing songs chosen for them by the coaches. "The Voice UK" has been referred to as a "big, exciting and warm-hearted series" and a "new generation in its genre" by "The Guardian". It began its eleven-week run on 24 March 2012 on BBC One and its second series began on 30 March 2013. The judging panel was Danny O'Donoghue, Jessie J, Sir Tom Jones and will.i.am, while
The Voice UK 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"." ITV were planning to have "The Voice UK" as "'companion show'" for "The X Factor". On 18 June 2011, it was reported that the BBC had won the rights to "The Voice UK". In mid-2011 it was revealed that BBC would be broadcasting "The Voice" after paying £22 million. Danny Cohen, the controller of BBC One, said he wants the programme to emulate the success of "The Apprentice" and defended his decision to invest in it.