Business icon or celebrity sell-out?

This week has seen the eagerly awaited return of the Apprentice to our screens. We can expect much of what we know in terms of candidates and challenges. There will be the cocky few who are 'All mouth and no trousers' and will likely be claiming job-seekers after week 3, the frankly ludicrous candidates who don't really know what day it is let alone how to run a Business, and the usual post-production mastery that makes the unfortunate moments even more cataclysmic.

One notable difference in this series is that the contender will be competing for an investment to start their own Business. The infamous Lord Sugar will be handing out cash to one of the hopefuls in order for them to go out and "make it on their own" like he did. Having watched many of the series of the Apprentice I don't think there has been single episode where reference has not been made to the humble origins of selling scrap out of wheelbarrow which was said to be the foundation of Lord Sugars current Business empire.

And then of course there is the favourite of TV channel Dave, The Dragons den. A good few minutes at the start of every show is devoted to a flowery and grandiose description of the Business Moguls who occupy that hallowed warehouse and dash dreams for a living.

I am all in favour of the increased interest in Entrepreneurial endeavour and Business awareness which these shows and their patrons have instilled. However I have a worry for the future.

Every time a new series is commissioned, and every time a show producer needs a new edge to the programme, our patrons are called upon to provide new intrigue and entertainment. For instance the arsenal of pithy one liners currently sported by Lord Sugar which has clearly been in diligent preparation since the last series. Our Dragons are likewise coerced into making good TV by being conspicuously bullish and somewhat highly strung. However I simply don't believe they would be sitting on succesful Busienss empires if their on-screen persona was the one they started out with.

Ultimately these figureheads need to be careful their genuine Business acumen is not forgotten in a sea of rating-chasing and post production wizardry. How will history remember Lord Sugar? As a trusted advisor to the government on all things Business, or as a quick-witted yet stationary nay-sayer who will forever be silohetted in front of a pale blue boardroom?