So is ITV1's new business reality show Tycoon just an Apprentice/Dragon's Den copycat show? Or moving the business reality genre on to a new stage, as creator Peter Jones claims?
At the Tycoon launch yesterday, Jones said:
"I like The Apprentice but it's more of a personal challenge and more about getting a job. It's not 'business'."
"Tycoon is about setting up a business. Ultimately at the end of it the viewers have seen what the trials and tribulations are of business."
The key to success in these sort of shows is largely in the casting - and judging by yesterday's launch, several of the contestants display that car crash potential mix of Gordon Gekko-wannabe/total lack of self awareness that makes The Apprentice such a joy to watch.
Exhibit A: Elizabeth "make it happen" Hackford, talking at yesterday's press launch:
"I'm planning to abseil down Canary Wharf. It's bold and daring, which is like me. I'm bold and daring..... I am the next Tycoon....This is just so important to me. It's like my whole life has come together."
And will a show like this get an audience on ITV1? As ITV has found with previous attempts to get into areas like property shows, viewers who flock to such stuff on Channel 4 do not seem so willing to watch similar stuff on ITV1.
Meanwhile, The Apprentice marches on - for at least two more series. Has it got the legs?
