Channel Nine's "The Voice" dominated the Australia's primetime with 2.37 million viewers for its third episode last night.

The new reality TV singing contest knocked down the rival network's talent competition "Australia's Got Talent" under the one million mark. The latter got 980,000 viewers. The one million mark is used to determine whether the show is a hit or not.

"The Voice" is definitely a hit in Australian's. Its pilot episode last Sunday garnered 2.1 million viewers and build up 2.54 million viewers on Monday. The third night got 2.37 million viewers.

This puts Seven in a crucial position because Australia's Got Talent is one of the rating giants of the network. Last year, "Australia's Got Talent" launched with 1.56 million viewers and has a consistent two million viewer mark.

It also became popular because of the competition's eventual winner, 14 year-old singer Jack Vidgen. This year, Australia's Got Talent has landed with a thud because of the damage caused by "The Voice."

The success of The Voice has also put its network on track to win the week overall ratings. This is the Nine's first in-survey win since September 2010. Nine did a risky job by launching The Voice, The Block and Celebrity Apprentice in the same week.

Seven countered by launching "Dancing with the Stars" and "Australia's Got Talent" against "The Voice." The strategy has failed.

"Dancing with the Stars" barely cracked a million viewers on Sunday and "Australia's Got Talent" is now having the same problem. Both shows will have a tough time rebuilding lost audiences in the coming weeks.

Nine's success with "The Voice" has also had a flow-on effect to other programs, delivering the network four of the top five programs last night: "The Voice," "Big Bang Theory" (1.5 million), "The Block" (1.3 million) and "Nine News" (1.1 million). Seven's highest rating show was its news, with 1.3 million. Packed to the Rafters, which once commanded audiences of close to two million viewers, was watched by 1.1 million people last night.