Having overtaken The X Factor in the ratings war, Strictly Come Dancing has now snatched the National Television Awards crown from its ITV rival.
The BBC celebrity dance series was named best talent show at the NTAs on Wednesday night, also fighting off competition from Britain's Got Talent, Dancing on Ice and The Voice UK.
Strictly co-host Tess Daly accepted the trophy, professing herself "thrilled to bits".
Voted for by viewers, the awards were hosted by Dermot O'Leary from London's O2 Arena.