ITV is reportedly attempting to take the BBC on at their own game with a new dance show to rival Strictly – which could even be shown at the same time.

According to the Daily Star Sunday the channel plans to launch Shall We Dance – which will focus on different choreography styles – in the late summer.

And sources have suggested it could occupy the 7pm time slot popular with the BBC One show.

“ITV has seen Strictly pull in massive ratings for ten years and they want to get in on the action,” a source told the paper.

“It’s a pretty ruthless move to launch a dance show at the same time of the year. The BBC won’t like it at all.”

Insiders have also suggested the new show – which is due to run for six weeks from the end of August – could even feature former Strictly judge Arlene Phillips.

And the scheduling could put the programme in direct competition with the launch show of Strictly the following month.

“Strictly has regularly aired at the same time as X Factor in the past,” the insider added.

“But this year the BBC will have to compete with another dance show. This is bound to ruffle a few feathers.”

The show will also reportedly focus on different dance styles including street dance and Bollywood, rather than taking Strictly’s ballroom-led approach.

The 2012 series of Strictly was the most successful yet, beating The X Factor in the ratings on a regular basis.

It was eventually won by gymnast Louis Smith.