Trump taking NBC’s ‘Apprentice’ to California
LOS ANGELES (Reuters) – Real estate tycoon Donald Trump
will be back on NBC next year for a sixth edition of his
corporate-themed reality show “The Apprentice,” but he’s moving
the boardroom competition from Manhattan to Hollywood.
The NBC network said on Tuesday it has renewed the show —
featuring 16 wannabe executives vying for a high-ranking job in
Trump’s business empire — for a sixth cycle to be filmed for
the first time in and around Los Angeles.
Until now, “The Apprentice” has been set exclusively in New
York City and the surrounding area.
“We think that viewers will agree that a California
back-drop, with Donald’s West Coast business interests and
relationships, will provide an exciting new flavor for the
series next season,” NBC Entertainment President Kevin Reilly
said in a statement.
The current fourth installment of “The Apprentice” ends its
run December 15 with a two-hour finale live on the East Coast
from Lincoln Center in New York. “Apprentice 5″ already is
slated to air on NBC as a mid-season offering early next year.
The show, which turned Trump into a TV star and introduced
his signature catch phrase, “You’re fired,” remains a key
element of NBC’s faltering Thursday night lineup but is well
off its mark from last season’s ratings performance.
The series currently averages about 10 million viewers a
week, down 4 million from last season, though it is still one
of NBC’s highest-rated shows among young adults, the group most
prized by advertisers.
“I could never have imagined that firing 67 people on
national television would actually make me more popular,
especially with the younger generation,” Trump said.
A spin-off “Apprentice” starring home lifestyle guru and
ex-prisoner Martha Stewart debuted this fall to lackluster
ratings and is not being renewed.