The Apprentice boss Lord Sugar takes swipe at James Hill: "Who?"

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Lord Sugar has spoken out about The Apprentice candidates who seem to use the show as a footstep to fame.

James Hill became the latest 'star' from the BBC One series to appear on Celebrity Big Brother only last month, winning the whole ruddy thing and all.

But asked about his opinion on James taking part in the Channel 5 show at today's press launch for The Apprentice's eleventh series, Lord Sugar quipped: "Who's he?"

The boss went on to reveal how the show's production team went to great lengths to weed out fame-seekers from the line up.

'Stupid' or 'ridiculous' business plans were immediately dismissed with producers even going as far as profiling applicants online through their social media accounts.

"We do our best to try to recognise at a very early stage when we're recruiting people, we look at their CVs and do an investigation into who they are," Lord Sugar explained. "Fortunately, social media availability enables us to have a look at people's claim to fame on their Facebook sites and all that type of stuff, so we do our best to try and deal with that at the selection stage."

Lord Sugar added: "There may be some people there that I think are there for the wrong reasons. They don't last through the process.

"I'm only interested in people there that want the business deal."

In a Q&A at today's event, Lord Sugar also spoke about what he felt kept The Apprentice's ratings high after a decade on air.

He suggested that simply keeping things the same and avoiding "gimmicks" was the way to go.

Comparing the show's success to The X Factor's dip in viewers, Lord Sugar said: "In my opinion, and I say this respectfully to The X Factor, gimmicks don't seem to work.

"In fact, in my opinion also, the demise of what they call the civilian version of The Apprentice in the United States, they just started doing all silly things and in the end the audience saw right through it."

The Apprentice returns for a new series next Wednesday on BBC One.

Meet The Apprentice 2015 candidates below...

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