Cowell pushing Cheryl towards role in 'The Voice'

Simon Cowell is "encouraging" Cheryl Cole to take up a judging position on 'The Voice'.

The 51-year-old music mogul – who sensationally axed the 'Promise This' singer from the panel of the US 'X Factor' – explained while ITV and the BBC are currently locked in a bidding war over the new TV talent show, he would encourage the Geordie beauty to jump on board if it goes to ITV.