Sir Alan Sugar has criticised the BBC for portraying him as "Mr Nasty" in reality TV show The Apprentice.
Sir Alan will is offering a six-figure salary for his new 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.
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.