BBC Home
Explore the BBC
BBC News
Launch consoleBBC NEWS CHANNEL
Last Updated: Tuesday, 18 March 2008, 00:28 GMT
Sugar rejects BBC 'nasty' image
Sir Alan Sugar
Sir Alan will is offering a six-figure salary for his new apprentice
Sir Alan Sugar has criticised the BBC for portraying him as "Mr Nasty" in reality TV show The Apprentice.

The 60-year-old, who is about to front the fourth series of the show, said his fearsome boardroom image is not right.

"Like it or not, and I don't like it that much, there's a perception of me just banging the table and shouting," the businessman told the Radio Times.

The tycoon is well known for giving contestants a hard time after tasks that are set to find a new trainee.

Business empire

He revealed it is a "continual argument" he has with the production team about how he is perceived.

"The BBC has categorised me as Mr Nasty, so all the humour ends up on the cutting room floor," he said.

This year's 16 contestants reportedly include a BBC radio sports presenter, a woman who claims to be descended from royalty and an IT expert who won a pay-out after suing her City law firm.

The winner of the series, which starts next week, will be given a job with a six-figure salary within Sir Alan's business empire.

Last year's winner was public school-educated Simon Ambrose, who beat single mother and the series favourite, Kristina Grimes.

Stars set for charity Apprentice
26 Feb 08 |  Entertainment
Profile: Sir Alan Sugar
31 Jul 07 |  Business
Talking Shop: Simon Ambrose
15 Jun 07 |  Entertainment
Simon named The Apprentice winner
14 Jun 07 |  Entertainment
Sugar defends interview technique
13 Jun 07 |  Entertainment


The BBC is not responsible for the content of external internet sites

Has China's housing bubble burst?
How the world's oldest clove tree defied an empire
Why Royal Ballet principal Sergei Polunin quit


Americas Africa Europe Middle East South Asia Asia Pacific