Lord Alan Sugar has defended the relevance of The Apprentice as the BBC programme enters its 20th series. The 78-year-old judge said the show continues to inspire young viewers to consider starting their own businesses, though he warned that modern culture risks weakening the entrepreneurial drive of earlier generations.
In an interview with Radio Times, Sugar confirmed the BBC has agreed to commission three more series, taking the show towards its 25th anniversary. He said: 'It's not down to me but we have agreed another three years. I guess there'll come a time when either I'm a bit knackered or viewers are phoning in and complaining that I'm like Joe Biden and losing the plot.'
Sugar noted that technology has transformed business creation since the show launched in 2005, with many new ventures now web-based rather than physical. He added: 'I like to have a physical product. Let's make something!'
The current series opened with boardroom scenes filmed in Hong Kong, the first time Sugar has appeared there on the programme. He praised entrepreneurs in China and India, saying: 'Our friends in China are fantastic. The entrepreneurs there are brilliant.'
Sugar argued the show still resonates because it reaches new audiences each year, with 13- and 15-year-olds tuning in. He said: 'The show has created an awareness for business that's done a great service for young people.'
