Sir Alan Sugar ('The Apprentice')
The Prokofiev opening theme tune is back, Nick and Margaret are back and most importantly of all, Sir Alan Sugar is back on the hunt for a new Apprentice. 15 new contestants with delusions of business grandeur have been lined up to tackle the East London-born self-made millionaire in the boardroom. Do they know their profit from their turnover? And maybe more importantly, will they know what Kosher chicken is? We chatted to Sir Alan about what we can expect from the forthcoming fifth series.
Has the credit crunch altered how you set the tasks on this year's Apprentice?
"I think you'll find as we go through the series, you'll see some shows that are specifically tuned for difficult times. I don't want to spoil it too much for you, but for example, I guess you would accept the current economic situation means people are considering where they are going to go on holiday more. So there is a good opportunity to reinvent one of our old seaside towns, one of the ramshackle old places. One of our tasks is about that."
In the first episode you reveal that a contestant dropped out at the last minute. Do you know why?
"I personally don't know who he is. As I joke in the first episode, I've never met the bloke! From what I understand from the production team there's nothing sinister about it. It was just that he got himself into the hotel room on the last night and he finally realised that this was it. He knew that he was going to be away from his family and kids for 12 weeks and the reality hit home. That's what done him in. The thought of being away from the family."
Do you know from an early stage who will be in the final?
"You really don't. It's like when you start any job and enter a new office. Your immediate reaction is that you like certain people and dislike certain people, but its wrong to make those early opinions. I've learnt on The Apprentice and in life, you can't form an opinion about anyone at such an early stage. Throughout the course of the 12 weeks, and I'm sure Nick and Margaret would agree, we often change our minds and our opinions switch as we go along."
Are you concerned that contestants may want to be on the show just to get their faces on TV?
"It happens, doesn't it? They are sifted out by the production people from the thousands that apply. We can usually tell from a mile off who is here for the wrong reasons. But what can you do? All I can say is that when we start the process, the contestants have no intention of embarking on a media career. But as soon as their face appears on the TV screen, they quite like it. They go and hire themselves Jonathan Ross or Cheryl Cole's agent as if they are something special. Some of them end up with small roles in some programmes, but you know about that better than me."
This is the fifth series. Have people stopped making the same mistakes and what are the chances of a sixth series?
"You would have thought that with this being the fifth series, they would come in well armed knowing what not to do. But as you'll find out they never learn the lessons and they still get it wrong. It never ceases to amaze me, but you'll see in the first episode there is a classic error. I do say in the boardroom - but they don't show it for editorial reasons - 'You lot have got to be bloody dumb to not know what's gone in the past shows'. They must have been in Mongolia or some space station not to notice the same silly mistakes. Will there be a sixth series? That depends on the punters. Like any product, we can like it, the BBC can like it, journalists can like it, but at the end of the day, the customers are the ones who will decide."
One contestant on this year's show claims making money is better than sex. Do you agree?
"I don't know. It very much depends. You should have asked me the question thirty years ago. Now, definitely, making money is my main priority."
You criticised Jeremy Paxman in a recent interview. Would you get him on a celebrity edition of the show?
"I'm not sure, but I think he was approached for one of the celebrity editions. I think he bottled it. Don't hold me to that because I don't do the recruiting, but it would have been good, wouldn't it?"
What's the truth about the rumours that you may be running for Mayor of London?
"The story about me being Mayor of London came from some rag. They didn't understand that I couldn't be Mayor because of obvious conflicts of interest."
Will there ever be a full-length celebrity version of the show?
"The Americans have done that. I don't know how successful that was. I know Piers Morgan won that thanks to me coaching him, but I haven't any real heard talk on that. I would like to do a Junior Apprentice and we are currently in negotiations about doing it. That's something I'm more interested in, personally."
The Apprentice returns Wednesday, March 25 at 9pm on BBC One.