The revolving door between the show and government coincides with a surge in voters around the world who blame establishment politicians for a range of ills, from depressed wages to the loss of jobs. “The Apprentice” has become a platform for businessmen to cultivate credentials as free-wheeling savvy outsiders who get stuff done.
“Obviously when political systems aren’t working -- and in so many ways, people feel they aren’t -- people are looking for an aura of authenticity,” said Todd Gitlin, chair of the Ph.D. program at Columbia Journalism School in New York. “The reality TV star forges a weirdly intimate link with a public that comes to see him as their deputy or representative.”
Though many of the hosts followed in Trump’s political footsteps, many are not fans of his at all. “His manner isn’t something I appreciate,” said Sao Paulo Mayor Doria. Sugar is also a long-time critic. In April, he compared Trump to Hitler in a tweet. Sugar declined to comment.
Licensing Fees
Despite such bickering with Trump -- or maybe because of it -- the show remains popular around the world, and the U.S. president continues to profit. Trump Productions LLC, which executive produces the series on NBC with Mark Burnett, earned $5.9 million in 2015 and the first part of 2016, according to a financial disclosure filed in May. The Trump Organization declined to comment on fees from licensed spinoffs.
Trump remains an executive producer on the latest series of “Celebrity Apprentice” starring Arnold Schwarzenegger. That hasn’t stopped him from talking down the show. He urged the audience at the National Prayer Breakfast in Washington to “ pray” for Schwarzenegger to get better ratings. Schwarzenegger shot back on Twitter, suggesting they switch jobs so “people can finally sleep comfortably again.”
The phenomenon of The Apprentice-as-kingmaker stretches back at least a decade when banker Lado Gurgenidze was appointed prime minister of Georgia in 2007 to steady the former Soviet republic following clashes between police and opposition protesters. His political role came a year after he hosted a gentler spinoff, called “Kandidati,” during which contestants competed for a job at the Bank of Georgia, which Gurgenidze founded. Those who didn’t make it were sent off with a calm “Nakhvamdis,” Georgian for “goodbye.”
“The president’s motivation in appointing me at the time was I was a technocrat, not a politician,” he said in an interview. “I don’t think it had anything to do with the TV show. But without a doubt I was recognizable on the streets as a result of the TV show way before my political stint.”
This article was provided by Bloomberg News.