After years of talent shows full of snide comments and nasty putdowns, the BBC's latest hit, The Voice, has proved a ratings success with an unlikely formula – being nice to its contestants.
Ahead of Saturday's first live show, BBC1 controller Danny Cohen said the more gentle approach had struck a chord with viewers.
"The tone of it is very warm," he said, explaining the appeal of The Voice. "One of the things viewers have really enjoyed is that even when people don't go through, you see the contestant leave the stage with positive feedback and they are still glad they've been involved.
"That warm tone is a fundamental shift in this kind of show. It's also 100% focused on people who are talented."
For the audition stage of the show, the judges – or "coaches" as The Voice styles them – sat with their backs to the acts so they would not be swayed by the way the performers looked.
Other "nice" elements have included acts being allowed to finish their performances, rather than being buzzed off the stage as they are on Britain's Got Talent.
Not everyone believes the show's success lies only with its positivity.
"The Voice is nicer than other shows, and I think that's a good thing because people do like celebrating talent, rather than sneering at those without it," said Ben Preston, editor of the Radio Times.
"But while that niceness is important for The Voice, it can be overstated. The Voice is winning because it's nice – but most of all because it's new."
Longstanding talent show formats continue to win viewers, despite many years on air. But audiences are also looking for the next thing, said Preston.
"Combined, we have had 22 series of Strictly Come Dancing, X Factor and BGT and we have all been craving something new to watch on a Saturday night. That's one of the reasons The Voice has done so well."
The Voice has been locked into a ratings battle with BGT on ITV1, which features the more acerbic Simon Cowell and new judge David Walliams – following an unedifying scheduling squabble.
Both shows have been drawing impressive viewing figures: consolidated ratings including time-shifted viewing give each an audience of about 12 million, although The Voice has proved more popular when it comes to viewers watching as it is broadcast.
That is a trend which is likely to continue with the weekend's live show, which Cohen hopes will maintain the show's "nice" philosophy. "The aim is to maintain that warm tone," he said. "And because our coaches are musicians themselves, they'll be able to work with the contestants in a different way."
The casting of the judges has proved important to the show's success, with Will.i.am, Jessie J, Tom Jones and Danny O'Donoghue appealing to different family members and styles of musician.
Cohen said that while he had faith in The Voice, he had been surprised by the strength of ratings. Ratings were important for the channel, he added, but only if its shows were also high quality.
"It's important that we try to give something for everyone so the first thing we have to do is make it really good, high quality – but we also want people to watch it," he said.
The Voice, which began its life in the Netherlands as The Voice of Holland before the format was sold worldwide, will cost the BBC about £22m over the next two years – a sum that has attracted criticism.
But it may prove to be money well spent. "It was a big gamble by Danny Cohen to buy in a format in a world of cuts but the BBC needs popular shows to justify the licence fee just as much as it needs to be seen to be spending our money wisely," said Preston.
"And it's paid off. The Voice has shaken up Saturday night television, which is exactly what BBC1 should be doing."
Which do you prefer? BGT or The Voice? Comment Below!
NOTE: Written by Vicky Frost, The Guardian Newspaper
