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Lord Sugar reveals BBC’s secret mission to swell The Apprentice ratings amid string of cost-saving cuts
Lord Sugar says one of UK's biggest comedians is jealous of his high ratings
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.
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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”.
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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.
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“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.
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