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‘The Apprentice’ made Trump a reality TV mogul. Now Amazon is putting it back in the spotlight

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20 or more years ago, “The Apprentice,” a hit reality show starring Donald Trump, transformed his public persona from a successful entrepreneur into one that would eventually propel him to the highest U.S. office. Now, with Amazon announcing on Monday that the first seven seasons will be available on their Prime Video streaming platform, the show is once again attracting attention.

Recently, Amazon has taken another step in supporting the media ventures of the Trump family, as they have agreed to distribute a documentary featuring First Lady Melania Trump. This film is set to be released both in cinemas and on their streaming service later in the year.

According to the Associated Press, Amazon made a twofold contribution worth $2 million to Trump’s inauguration fund. This included a cash donation of $1 million and an in-kind donation by streaming the event on Prime Video, which was valued at another $1 million. Bezos and his fiancee Lauren Sanchez attended the event as guests.

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A significant number of people are deeply invested in Trump, as evidenced by over 77 million votes cast for him during the last election. Despite this, many of his loyal supporters, including passionate admirers, were too young to watch “The Apprentice” when it originally aired on NBC.

Others may want the opportunity to rewatch it.

Robert Thompson, a professor of television and head of the Bleier Center for Television and Popular Culture at Syracuse University, stated that it’s plausible to think this could be another instance of Bezos spreading Trump-related information. However, there are numerous motivations for releasing such a show, given its star is the most recognized individual globally.

I’m thrilled to share that starting from Monday, Amazon has unveiled the first season of this captivating series. Every subsequent week, they’re set to roll out a new season exclusively for U.S. viewers. Can’t wait to see what’s in store!

Trump expressed his eagerness to watch the show personally, as he shared. It brought back wonderful recollections and lots of enjoyment, but above all, it served as an educational journey for everyone involved!

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‘Money, money, money, money’

For seven seasons, starting in 2004 and ending in 2010, the initial version of the reality TV series aired on NBC, quickly gaining widespread popularity.

In the premiere, aptly named “Encountering the Billionaire,” I was captivated by the groovy tune “For the Love of Money” by The O’Jays, serving as the show’s anthem throughout its journey. Pondering aloud, the series posed a tantalizing question: “Could you imagine… having it all?

The TV series “The Apprentice” introduced Trump, a real estate tycoon from New York grappling with multiple business bankruptcies, to a vast American audience. On this program, Trump was portrayed as an imposing, highly successful and assertive executive in the boardroom, who improvised the popular phrase, “It’s time for you to go,” which became the show’s signature line.

In an effort to keep the show relevant, it underwent a transformation into “The Celebrity Apprentice” back in 2008. I was part of the team that spearheaded this change. Trump continued to be the host until NBC ended their association with him following his announcement of running for president in 2015.

The show, “The Apprentice,” carried significant weight for NBC and its executive Jeff Zucker, who sought to elevate NBC’s reality TV offerings in response to the successes of “Survivor” on CBS and “American Idol” on Fox. At that time, NBC was also eagerly searching for a replacement for their hit sitcom “Friends,” and “The Apprentice” provided an excellent fit.

A ratings coup

In the debut season of “The Apprentice,” a total of 20.7 million viewers tuned in across eight episodes, making it the show’s highest-rated season, as confirmed by NBC. This series significantly contributed to Donald Trump’s preoccupation with audience numbers and ratings.

According to reports, Trump stated to journalist Ramin Setoodeh for his book “Apprentice in Wonderland” that success hinges on one factor: ratings. He explained that even if someone is the rudest and cruelest individual, they can thrive as long as they have high ratings.

Over time, during seasons of “The Celebrity Apprentice” as well, Donald Trump started bringing his eldest children – Ivanka, Don Jr., and Eric – into the boardroom discussions. This association significantly boosted their visibility in the media too.

Originally a contentious contestant during her debut season, Omarosa Manigault Newman later gained prominence as an influential advisor in the White House under President Trump. However, it was always Trump who held center stage, even before her eventual dismissal from the administration.

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Mark Burnett, the well-known TV show producer for “The Apprentice,” “Survivor,” and “Shark Tank,” is learning firsthand about the tougher aspects of real life.

Mark Burnett’s ‘urban jungle’

“The Apprentice” was executive produced by Trump and reality TV impresario Mark Burnett.

In its initial run, Burnett was the more prominent figure. This 64-year-old ex-British paratrooper, who once peddled T-shirts on Venice Beach, sought a new TV show that would be less taxing than his previous hit, “Survivor,” on CBS.

Mark Burnett shared that the concept for ‘The Apprentice’ emerged during his time filming ‘Survivor 6’ in the Amazon. As he sat amidst all kinds of insects, snakes, and crocodiles, he felt there must be a more efficient way to earn a living. It was then that the thought struck him: perhaps we could create an ‘urban jungle.’

The business ventures in television between Burnett and Trump evolved closely, strengthening their bond. When Trump wed Melania Knauss in 2005, one of Burnett’s sons served as the ring bearer. Despite “Survivor” having a longer run, it was this particular show that played a crucial role in shaping a president.

In a statement, Burnett expressed that ‘The Apprentice’ was one of the finest shows he had ever created. He attributed its success to Donald J. Trump’s captivating screen personality, making it a genuine sensation!

Trump appreciated Burnett’s talent as a producer, so he enlisted him to assist with arranging the celebrations for his 2017 inauguration. It is said that over the course of time, Trump accumulated over $200 million from the show.

In December, Trump named Burnett as special envoy to the United Kingdom.

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What was the controversy surrounding ‘The Apprentice?’

Following the public release of the “Access Hollywood” video where Donald Trump boasted about his ability to touch women inappropriately due to his celebrity status, a flurry of speculation erupted over potential damaging, unguarded clips that could have been recorded from “The Apprentice.” As someone who was deeply troubled by these revelations, I couldn’t help but wonder what other candid moments might have been captured during the show’s filming.

Following the disclosure by The Washington Post, owned by Jeff Bezos, of a 2005 audiotape, Bill Pruitt – a former producer of “The Apprentice” – stated on social media that there are even more offensive Trump remarks secretly recorded. Critics of Trump, including an emissary from Democratic candidate Hillary Clinton, urged for the additional footage to be made public.

Previously hired individuals were informed that anyone found breaching the confidentiality clauses in their employment contracts could be subjected to monetary sanctions.

Hollywood Inc.

Amazon announced its plan to acquire MGM Studios, a move that gives them control over iconic series like ‘James Bond’ and ‘The Pink Panther.’

How did Amazon get the rights to ‘The Apprentice?’

In 2014, a portion of Burnett’s company was purchased by one of the early film studios in Hollywood, Metro-Goldwyn-Mayer (MGM). The subsequent year, Burnett sold the remaining shares of Mark Burnett Productions to MGM for a total of $500 million.

Approximately three years ago, Amazon purchased MGM for $8.5 billion. This transaction granted the technological corporation a library containing over 4,000 film titles, including the James Bond and Rocky series, as well as timeless movies like The Silence of the Lambs and, needless to say, The Apprentice.

In the year 2022, Jeff Burnett parted ways with Amazon. Before the launch of Prime Video, episodes of “The Apprentice” were made available on streaming platform Tubi, following a contract signed in 2019. The following year, Fox Corporation, under the leadership of Rupert Murdoch, acquired Tubi for an impressive $440 million.

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2025-03-12 13:34

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