"When The Voice hits the air you'll see it's a game-changer," says Danny O'Donoghue, the Irish frontman of indie soft rockers The Script.
He is adamant: "The people that don't make it through to the live shows are better than some of the people on the UK music scene today, and I truly mean that. It’s a wake up call for the UK music industry."
O'Donoghue, who's had hit records with The Man Who Can't Be Moved and Breakeven, is obviously proud to be part of the new BBC talent show - which hopes to find the next big singing star, based purely on their voice alone.
Taking his seat alongside fellow coaches Tom Jones, Jessie J and Will.i.am, singer/songwriter O'Donoghue is preparing for his profile to rocket when the show begins on Saturday. But that's not why he signed up to be a coach.
He reasons: "The show's got heart. I didn’t realise the untapped pool of talent that is here in the UK. They have been in fear of being ridiculed on other shows and have come out in force on The Voice."
It's all very well picking the best singers out from contestants on a talent show, but what happens afterwards? Is O'Donoghue willing to support his acts once they've been cast aside from their primetime TV slot?
“I would work with every single one of the people that I’ve picked," he promises.
He adds: "I did the equivalent of pull a tenner out of my pocket to buy their album when I picked them for my team, so that, to me, means I would work with any of the ten on my team. Obviously there’s a record deal and there’s a manager at the end of this if they win, too."
One act who particularly impressed O'Donoghue during auditions was a man who sang one of his biggest hits back to him.
Telling the story, O'Donoghue says passionately: "There’s a guy who lost his job stacking shelves in Manchester and he came up and he did such a great job.
"He sang The Man That Can’t Be Moved and I said 'you’ve got some cojones coming on this show and singing that song'… he had golden lungs."
O'Donoghue, who started out producing music in the States and was formerly part of the late nineties boy band Mytown, knows what sort of artist he's looking for from the show...
"I want someone you can hear on the radio and immediately know it's them. I’m trying to find someone who at the end of this can go straight from the show into the marketplace. I guess I’m trying to find what I like in my own CD collection."
The coaches have to pick voices that they like, but if more than one coach presses their red buzzer for a voice, then they have to explain to 'the voice' why they should pick them to be their coach. Is O'Donoghue willing to fight the other coaches - including music legend Jones - to get who he wants?
“Yes If we’ve hit our button it’s because they've hit us in the heart enough to turn round. We’re all competitive underneath it all, so we have thrown our toys out of the pram to get certain people on our team.”
O'Donoghue's certain that The Voice brings something different to the talent show genre, and is not just a carbon copy of current singing contests around such as the X Factor.
There are supposedly no bad singers in The Voice, as all the contestants have gone through weeks of auditions to even make it to the filmed stage of the show. Viewers can decide if this is true for themselves, when the hotly-anticipated show hits screens on BBC One, 7pm, Saturday 24th March.