Lord Sugar reveals BBC’s secret mission to swell The Apprentice ratings amid string of cost-saving cuts
LORD Sugar has unveiled the army of Apprentices he will sift through this year to find a new business partner.
But the mogul has revealed the BBC set HIM a challenge of his own — to bring in hoards of younger viewers.
Lord Sugar said: “That’s what the BBC love about The Apprentice, they want that audience.
“If I’m in the street, it’s the 16 to 34 age group who ask me for a signature or a photograph.”
It means the 18th series is packed with entrepreneurs who flog trendy products such as tonics and health supplements.
There is also a wellness business boss, an online fitness guru and a “Mummy Motivator”.
A superstar DJ who has featured on the BBC Asian Network appears, as does a pie firm owner who has been on MasterChef.
Lord Sugar seems happy with his brood — especially because he knows it will appeal to the youngsters.
He added: “A friend of mine, Michael McIntyre, showed me a chart which puts me on top of a survey of which programmes 16 to 34-year-olds are watching the most in the UK.
“The Apprentice is No1.
“McIntyre was doing his nut because he was No17!’’
Of this year’s series, the mogul added: “We had more business-focused tasks early in the audition process so the production company could find serious potential.”
Now the show is heading towards its twentieth series, Lord Sugar said: “Bafta should give me a special award for 20 years of business.
“Simon Cowell got one for ten years in music.
“The only gong I haven’t got is a Bafta.”
The Apprentice returns on February 1 on BBC One.