Real estate tycoon Donald Trump will be back on NBC next year for a sixth edition of his corporate-themed reality show “The Apprentice,” but he’s moving the boardroom competition from Manhattan to Hollywood.
The NBC network said Tuesday it has renewed the show — featuring 16 wannabe executives vying for a high-ranking job in Trump’s business empire — for a sixth cycle to be filmed for the first time in and around Los Angeles.
Until now, “The Apprentice” has been set exclusively in New York City and the surrounding area.
“We think that viewers will agree that a California back-drop, with Donald’s West Coast business interests and relationships, will provide an exciting new flavor for the series next season,” NBC Entertainment President Kevin Reilly said in a statement.
The current fourth installment of “The Apprentice” ends its run Dec. 15 with a two-hour finale live on the East Coast from Lincoln Center in New York. “Apprentice 5” already is slated to air on NBC as a mid-season offering early next year.
The show, which turned Trump into a TV star and introduced his signature catch phrase, “You’re fired,” remains a key element of NBC’s faltering Thursday night lineup but is well off its mark from last season’s ratings performance.
The series currently averages about 10 million viewers a week, down 4 million from last season, though it is still one of NBC’s highest-rated shows among young adults, the group most prized by advertisers.
“I could never have imagined that firing 67 people on national television would actually make me more popular, especially with the younger generation,” Trump said.
A spin-off “Apprentice” starring home lifestyle guru and ex-prisoner Martha Stewart debuted this fall to lackluster ratings and is not being renewed.