Alan Sugar and The Apprentice set ratings alight with 6.4m

by Darren Davidson Brand Republic 27-Mar-08, 11:05

LONDON - 'The Apprentice' returned for its fourth season last night on BBC One with an impressive 6.4m viewers, up by more than a million on the opening episode of the last season, according to unofficial overnight figures.

The first episode of the 12-part series attracted a 25.6% share of the audience at 9pm, allowing the Alan Sugar-fronted programme to win its slot with ease.

The first contestant to hear Sugar bark his famous catchphrase "You're fired!" was trainee barrister Nicholas de Lacy. The episode, which has been described as "Toffs against man of the people", saw northerner Alex Wotherspoon narrowly escape an early exit.

TV critics welcomed the return of 'The Apprentice' with glowing reviews. Tim Teeman of The Times, said: "If TV shows survive to their fourth season, they lose their way. Too many tricks. Not the 'The Apprentice'. It is masterfully conceived and tightly directed."

Robert Hanks of The Independent, said: "But of course, you don't watch 'The Apprentice' to learn about business... You watch it because the combination of publicity and cash attracts the most thrillingly unattractive and self-regarding individuals imaginable."

The second most watched show in the 9pm slot was Channel 4's popular home innovation show 'Grand Designs Revisited', with 3.1m viewers and a 12.5% share. Including Channel 4+1, it drew 3.3m and 13.1%.

ITV1's new drama 'Rock Rivals' continues its struggle to win viewers, with last night's fourth episode earning its lowest audience to date with 2.2m viewers and an 8.6% share.

Over on Channel 4, the first episode from the fourth season of 'Desperate Housewives' got off to a good start, with 2.7m viewers and a 14.5% share at 10pm. The audience climbed to 2.9m and a 15.5% on Channel 4+1.

Comments

Ros Matthews - 27/03/2008

More home-grown programmes should take a leaf out of the Apprentice book. You can just look at Facebook groups/forums to see the buzz that the Apprentice created. I think we have a morbid almost sadistic side where we love seeing egotistical business go-getters get shrunken down to a Poddington Pea! Dragon's Den is similarly inspired! Reaper on E4 was not mentioned - another 9pm star! Wednesday nights are starting to get interesting - shame about the other nights!!!! by Ros Matthews