Sugar switches to BBC One with Apprentice promotion

by Joe Lepper, Brand Republic 25-Aug-06, 12:00

LONDON - The BBC has promoted its hit BBC Two business reality show 'The Apprentice', fronted by Sir Alan Sugar, to a slot on BBC One for its third series.

The move has been made to build on the ratings success of the second series and to bring the show, where aspiring entrepreneurs battle for a plum job with Sir Alan's firm, to a new audience.

Jana Bennett, BBC director of television, said: "With creativity and flair, BBC Two has successfully grown 'The Apprentice' into a show with mass reach and appeal. I now believe that it is time for it to fully flourish on the main stage of BBC One.

"It's very rewarding to see shows grow and find new audiences across the television portfolio in this way."

As part of the move the BBC Three complementary show, 'The Apprentice: You're Fired' fronted by Adrian Chiles, will move from its digital channel to terrestrial BBC Two.

The Apprentice is produced by Talkback Thames, whose chief executive officer Lorraine Heggessey, said: "Moving to BBC One is a huge accolade for Sir Alan and the production and we're thrilled to be bringing a business programme to the wider audience of BBC One."

The second series ended in May and was won by telecoms consultant Michelle Dewberry. Her prize was a six-figure salary job at Sugar's Xenon Green division, which looks at environmental ways to dispose of used computer equipment.

Dewberry, who is in an on-off relationship with another contestant on the show Syed Ahmed, was featured in the tabloid press this week following news that she had suffered a miscarriage.

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