THE BBC unleashed Holly Willoughby’s big guns as part of new sex tricks to win the ratings war with Britain’s Got Talent.
Fans of hit BBC1 singing show The Voice were given a hint of blonde bombshell Holly’s own talents.
The co-host stepped out in aboob-busting little black dress on Saturday night.
And Beeb bosses hope Holly’s impressive curves will be their secret weapon in their bid to beat rival enter-tainment show BGT.
Even the show’s contestants, including Cassius Henry, did not know where to look when they stood next to Holly to hear the coaches deliver verdicts on their performance.
Thanks to Holly’s towering heels, wannabe Cassius, 32, ended up with his eyes level with the presenter’s cleavage. The poor lad did his best not to sneak a peek, keeping his eyes forward the entire time.
BBC bosses are thrilled Holly, 31, has helped them sex up the show.
The babe became renowned for her plunging necklines when she hosted rival station ITV1’s prime-time skating show Dancing On Ice.
And insiders claim they are hoping Holly will do the same on The Voice as ratings have started to slide.
Holly’s boobs made more headlines for the skating series than the show’s celebrity contestants.
And they prompted Celebrity Juice comic Keith Lemon – real name Leigh Francis, 38 – to give her the nickname “Holly Willoubooby”.
A Voice insider said: “We know it’s all about the voice but on Saturday night it was all about the boobs!
“Holly looked sensational.She’s just what the show needs and gives fans two good reasons to tune in every weekend.”
Holly’s plunging neckline went down well with viewers, who took to Twitter to celebrate their appearance.
One blogger on the social networking site wrote: “I’ve Been waiting for Holly Willoubooby to make an appearance! Amazing!” And another said: “OMG! How hot is Holly? Not sure I can take much more of those boobs. What a dress!”
Sadly for BBC top brass, Holly’s up-front outfit did not help them win the ratings war
More than 11million watched the final Britain’s Got Talent auditions show on Saturday night, compared to 9.1m who tuned in to The Voice.
Last night The Script star Danny O’Donoghue, 31, chose to send home Hannah Berney, 21, from his team. Rival coach Jessie J, 24, dumped Ruth-Ann St Luce, 18.
Meanwhile, BGT bosses plan to hit back with an X-rated plan to boost ratings – sexy burlesque dancer Beatrix Von Bourbon.
The show’s top brass are planning their own sex wars, risking the wrath of viewers by screening the 27-year-old’s strip routine before the 9pm watershed.
Beatrix’s audition landed the show in hot water with telly watchdog Ofcom after viewers complained when she stripped to knickers, a corset, stockings and nipple tassels.
Producers were able to censor the footage on the pre-recorded show by obscuring her chest with small gold stars.
But that will not be possible when she performs live.
A spokesman for ITV said last night: “Given the family audience BGT attracts, we consider very carefully the suitability of all performances before the acts go on stage for the live shows.”
Ofcom is looking into whether Beatrix’s first appearance fell foul of the broadcasting code, which says children should be “protected by appropriate scheduling from material that is unsuitable for them”.
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