In demand ... The Voice premiered to 1.82 million viewers.
When the Seven Network decided to set its ratings juggernaut against Nine's, the stage was set for a showdown between two old, bitter rival networks.
Seven's My Kitchen Rules is this year's blockbuster. It has commanded audiences in excess of two million viewers. Nine's The Voice is last year's returning blockbuster. It can also command an audience in excess of two million viewers.
Seven's plan was to bruise Nine's jewel, and kick the schedule around, notably because Nine had matched The Voice with a solid, old performer, the annual TV Week Logie Awards.
Firing line ... My Kitchen Rules bonus episode falls short.
It was also payback in advance for what everyone suspected would happen last night: the ratings resurgence of Nine would translate into a bigger slice of Logie glory, at Seven's expense.
But far from conquering the audience, Seven's maneouvre merely divided it. And, to add insult to injury, Nine took line honours.
The Voice drew an audience in the capital cities of 1.82 million viewers. My Kitchen Rules, meanwhile, drew 1.40 million viewers.
Nine's telecast of the 55th annual TV Week Logie Awards drew 1.09 million viewers. A package of red carpet highlights which preceded the awards drew 1.57 million viewers.
Around the schedule, other historically strong performers were reduced to bit players.
Downton Abbey drew 1.13 million, The Biggest Loser drew 849,000 viewers and the ABC's broadcast of the latest Doctor Who episode drew 725,000 viewers.
Unsurprisingly, Nine won the night with a 31.6 per cent share of the audience.