First it was a food show, now it's the Toy Show as TV3 and RTE continue their ratings battle.
TV3 is to produce its own Christmas special to rival the Late Late Show, and it will air a week before Ryan Tubridy pulls on his woolly jumper.
A TV3 spokeswoman said the programme will be broadcast live from the RDS on November 21 at the "more child-friendly" time of 8pm.
TV3's Christmas Toy Show Live will be hosted by a well-known celebrity, but last night the Ballymount station was staying tight-lipped on who it might be.
Similar to the RTE One format, children will be able to audition to demonstrate a toy on the night.
While no details have been announced about the audition process, they must be aged between five and 12.
Some 400,000 people have applied for tickets for the live Late Late Toy Show.
Victoria Quinn, who is head of daytime TV at TV3, said: "This year the TV3 Christmas Toy Show will be bigger and better."
The news follows last week's announcement that popular food show The Restaurant will now be shown on TV3 after eight years with RTE.
The same tried and tested line-up will be used, including food critics Tom Doorley and Paolo Tullio, and Sean Moncrieff will continue as the programme's voiceover.