The Apprentice, like Parliament, is taking a break. I, like the 9.5 million who watched the last episode, eagerly await the next series. This is reality television at its best and it makes a welcome change from the countless programmes that fall into the “worst” bin. As The Daily Telegraph said: it is “the most addictive show in years”.
But does The Apprentice offer us reality? I am uncomfortable with its false connection between success and materialistic greed. Does the ruthless selfishness shown in the previous programmes accurately reflect life in the business world? Is it the key to success?
Certainly, ambition, self-promotion and strategic thinking are characteristic of successful business men but an apprenticeship works both ways. Sir Alan should be nurturing and encouraging his possible apprentices – how else are they to develop for the better? Former contestant Saira Khan reportedly complained that the show promotes bullying in the workplace. Steve Carter, the head of recruitment firm Nigel Lynn, likewise described the “brutality” of The Apprentice as being unrealistic.
I applaud Sir Alan for promoting apprenticeships. It concerns me that the British Government are promoting only one apparent option for young people who want to be successful: a university education. When The Economic Affairs Report on Apprenticeship was presented to the House, I made it clear that apprenticeship, where people’s talents are supported and skills are developed, is vital to our future. But there is a danger that the BBC, in their quest to push viewing figures, will forget that nurturing is at the heart of all successful apprenticeships.
Sir Alan reportedly expressed concerns that the program was becoming another mindless Big Brother. He needs to convince the BBC that the show needs to reach a balance between sugar and spice.
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