Strictly Come Dancinghas triumphed over The X Factor in the two shows' first ratings clash of the year.
The BBC's flagship reality TV show kicked off on Saturday night, pulling in a peak audience of 9.4 million viewers.
This was 300k more than The X Factor - and during the 10 minutes that they actually overlapped Strictly had 9m viewers versus The X Factor's much-lower figure of 5.4m.
And the victory is even more resounding because SCD's launch show was merely to introduce this year's hopefuls, with no actual competition taking place.
The show proper begins on 28 September - and the [uuid=3323f3dc-572b-4665-92e0-6ec1c843c6a6]full cast of competitors was recently revealed[/uuid].