The Apprentice 2011 needs to be entertaining, says Lord Sugar's aide Nick Hewer

Nick Hewer

Lord Sugar's right hand man Nick Hewer has defended the show from criticism suggesting that it's not "real business", saying the point of the programme is to be entertaining. Speaking ahead of The Apprentice 2011 - which kicks of next Tuesday - Nick said the show needed to appeal to an "average viewer".

"Stuffed suits may say, ‘It’s not really business’, but if you went to business schools in Yale or Oxford and got the most brilliant people to star in the show, no one would have a clue what they were talking about," Nick told Shortlist magazine.

The PR guru continued: “They’d made references to Hungarian economic theory and nobody would watch the thing. It’d be stuck out on BBC 17 at 4am and the bloke who commissioned it would get fired.”

Nick has helped out on The Apprentice, casting an ever critical eye over the candidates, since the first series, having worked with Lord Sugar for close to 30 years now. He said of the show: “The whole point is to make it entertaining so that the jobless man on the squashy sofa can scream at the TV, ‘No, don’t do that! I’d be better than this lot!’

"If it was pure business and not wrapped up in an entertainment format, it wouldn’t work.”

The Apprentice 2011 starts on Tuesday May 10 at 9PM on BBC One.

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