NEW YORK (AP) — There is something Donald Trump says he doesn’t know.
Mr. Trump has welcomed a reporter to his 26th-floor corner office in Trump Tower to talk about “All-Star Celebrity Apprentice.” And here in person, this one-of-a-kind TV star, billionaire businessman, ubiquitous brand mogul and media maestro strikes a softer pose than he typically has practiced in his decades on public display.
Relaxed behind a broad desk, the mirror sheen of which is mostly hidden by stacks of paper that suggest work is actually done there, Mr. Trump is pleasant, even chummy, with a my-time-is-your-time easiness greeting his guest.
He even contradicts his status as a legendary know-it-all with this surprising admission: There’s a corner of the universe he doesn’t understand.
The ratings woes of NBC, which airs his show, are on Mr. Trump’s mind at the moment, and as he hastens to voice confidence in the network’s powers-that-be (“They will absolutely get it right”), he marvels at the mysteries of the entertainment world.
“If I buy a great piece of real estate and do the right building, I’m really gonna have a success,” he says. “It may be more successful or less successful, but you can sort of predict how it’s gonna do. But show business is like trial and error! It’s amazing!”
He loves to recall the iffy prospects for “The Apprentice” when it debuted in January 2004. With show biz, he declares, “You never know what’s gonna happen.”
Except, of course, when you do.
“I do have an instinct,” he confides. “Oftentimes, I’ll see shows go on and I’ll say, ‘That show will never make it,’ and I’m always right. And I understand talent. Does anybody ask me? No. But if they did, I would be doing them a big service. I know what people want.”
So maybe he does know it all. In any case, lots of people wanted “The Apprentice.” In its first season, it averaged nearly 21 million viewers each week.
And it gave Mr. Trump a signature TV platform that clinched his image as corporate royalty. He presided in a mood-lit stagecraft boardroom where celebrity subjects addressed him as “Mr. Trump” and shrank at that dismissive flick of his wrist and dreaded catchphrase, “You’re fired.”
The two-hour premiere of “All-Star Celebrity Apprentice” (Sunday at 9 p.m. EST) starts by rallying its 14 veteran contenders in the even more evocative setting of the 2,000-year-old Egyptian Temple of Dendur at the Metropolitan Museum of Art.
This is the 13th edition of the “Apprentice” franchise, which has now slipped to less than one-third its original viewership, according to Nielsen Co. figures. But even an audience matching last season’s 6.26 million viewers would be pleasant news for NBC, which has recently fallen to fifth place in prime time, behind even Spanish-language Univision.View Entire Story
Independent voices from the TWT Communities
Entertainment News and Reviews from Washington, D.C. and beyond.
A carefully guided tour through the confusing world of modern bookselling and publishing.
A politically conservative and morally liberal Hebrew alpha male hunts left-wing viper
World's Ugliest Dog Contest
Spelling Bee finale
Marines train Afghan soldiers
Rolling Thunder 2013
Benghazi: The anatomy of a scandal