MARK BURNETT TAKES A SWIPE AT 'AMERICAN IDOL' WITH NEW MUSICAL REALITY SHOW 'THE VOICE'

TV PREVIEW:  THE VOICE PREMIERS ON NBC TOMORROW AT 9pm EST

Heralded by Burnett and NBC as the ‘anti-Idol’ musical reality competition, “The Voice” takes the unprecedented step of fostering talent over image, as singers of all ages and from all walks of life compete for a chance to win $100,000, a contract with Universal Republic, and a management deal with Sanctuary Management Group, which represents Fleetwood Mac.

By marrying the creative talents of Burnett (CBS’s “Survivor,” NBC’s “The Apprentice”) with John de Mol (CBS’s “Big Brother,” NBC’s “Fear Factor”) and leading unscripted TV producers Warner Horizon Television (ABC’s “The Bachelor” franchise, MTV’s “Randy Jackson Presents America’s Best Dance Crew”), the “More Colorful” network hopes to take a bite out of "American Idol," the #1 Nielsen-rated television program since 2003 that draws an average of 22 million viewers a week.

NBC, which has been in a dead heat for third place with ABC (18-49 year old viewers) all season long, is coming out with guns a blazin' as we head into May Sweeps.  Modeled after the top-rated "The Voice of Holland" which grabs 3.5 of 16.5 million Dutch viewers every week, this refashioned US version has mentor-judges Christina Aguilera, Cee Lo Green, Blake Shelton, and Adam Levine of Maroon 5 in the catbird seats.

Emcee Carson Dally (MTV's "Total Request Live" and NBC's "Last Call with Carson Daly") says "Voice" judges will have a stake in the success of individual contestants because they will judge, as well as act as vocal coaches throughout the 13-week competition.  The addition of Jimmy Iovine of Interscope-Geffen-A&M as the vocal coach of “American Idol” contestants this season illustrates the kind of power this arrangement can wield, no matter the success or failure of any one contestant in the show.  When Pia Toscano was eliminated from “Idol” on April 7^th, the Chairman of Interscope signed his favorite ‘old school’ powerhouse balladeer to a contract the very next morning--and moreover has already arranged for her to sing on “Dancing with the Stars” alongside new boyfriend Mark Ballas tomorrow night.

The music business had a shakeup of a similar magnitude last year when music mogul Usher discovered and then delivered the young Canadian Justin Bieber to screaming tween girls all over the globe.  If Aguilera, Green, Shelton, and Levine take even half the level of interest in their protégés as does Iovine or Usher, then the first winner of "The Voice" might have a fruitful and rewarding career.

It's been more than two decades since the music industry considered vocal talent before either star image or an exploding fan base of 10-20-year-old girls.  In the 1980s, we had Madonna, who could sing well enough, but really mesmerized with her bewitching song-and-dance moves and edgy self-branding that caught the attention of a rebellious cohort of American teenagers just dying to wear bras-as-T-shirts and dozens of interlaced rubber bracelets up their arms.  Yet, in all this craziness, there was still room for Canadian pop sensation Celine Dion, both in the music business, on the airwaves, and in our hearts.  Neither an ethic beauty or a lingerie-clad diva, this pretty girl just stood on a stage and sang.  But, oh, how well she could sing.  Her French-language album found crossover success on US airwaves and so wowed fans and music executives alike that within no time she cut the soundtrack for Disney’s “Beauty and the Beast" and has yet to look back.  Today, music phenom Katy Perry can't even stay on pitch during her sold-out performances, but it doesn't matter.  Her 'cones' speak for themselves in drawing legions of fans to her concerts.

Burnett and NBC are hoping to bring creditability back to vocal ability with their newest reality venture.  Carson says:  "'The Voice' is well-produced, honest, positive, has integrity, is a ton of fun, and it's a gamble."  On the latter point, who wouldn’t agree?  But the show promises to be neither "judgmental" nor to rely on the “image marketability" of its contestants, and that's harder to swallow.  After all, Burnett and NBC aren’t promoting them out of some small bar on Music Row in Nashville; they’re showcasing them on global television in a ratings war with “American Idol” in the weeks leading up to its season finale.  Who are they trying to fool, themselves or the viewing public?

But the braggadocio of Burnett and NBC can't be overstated.  Even though the two shows are broadcast on different nights, industry insiders and viewers alike will be watching to see how “The Voice” delivers in their ratings duel.  “My whole career has taught me not to be afraid of competition,” Burnett says.  “As long as it’s promoted and people know it’s on, if it’s good, it will work."

Well, call me a cynic, but I'm betting against "The Voice."  With Simon Cowell staying out of the fray and premiering his "X-Factor" in September, I have a feeling it's going to be all "Idol" all Sweeps long.  Moreover, not since 2005, when a fresh-faced 21-year-old girl from Checotah, Oklahoma named Carrie Underwood blew away the competition with her powerhouse pop/country vocal stylings have such talented singers as this season's Top 10 graced the "Idol" stage.  With the long-running series currently at its best, I'm not sure what "The Voice" could offer to meaningfully compete.

Having said that, I'm not counting the new series out just yet.  I first want to see what vocal talents come bursting through the gate tomorrow night.  If Carson Daly isn’t exaggerating and "The level of talent is leaps and bounds beyond the winners of any other competition show," then you'll hear a couple people vehemently cheering somewhere in the universe.

That will be Celine Dion and me.