In a newly unveiled book titled Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America Through the Looking Glass, author and Variety co-editor-in-chief Ramin Setoodeh delves into the behind-the-scenes dynamics of Donald Trump’s famed reality TV show, “The Apprentice.” Through interviews with Trump family members, NBC executives, and former contestants and advisers, Setoodeh sheds light on Trump’s vision for the show’s future as he ventured into the political arena.
Trump’s Dream Succession Plan
As Trump contemplated running for president in 2015, he envisioned a seamless transition for “The Apprentice” by proposing his daughter Ivanka Trump as his successor. In the book, Trump expressed his belief that Ivanka would be the ideal candidate to lead the franchise forward. He suggested that Ivanka, along with his sons Don Jr. and Eric, could form a new trio to helm the show, leveraging their familiarity and presence on the series.
The Proposal
Trump pitched the idea to Setoodeh, emphasizing Ivanka’s qualifications and the potential for a family-led dynamic on the show. He envisioned Ivanka taking the reins of the Apprentice brand, with Don Jr. and Eric serving as co-stars and boardroom advisers. The proposal aimed to ensure continuity and preserve the show’s appeal even in Trump’s absence.
NBC’s Response
However, NBC had reservations about Trump’s proposal, expressing concerns about the perception of nepotism and the show becoming too closely associated with the Trump family. Despite Trump’s insistence on Ivanka’s suitability for the role, NBC ultimately opted for a different direction. The network’s decision led to the appointment of actor and former California Governor Arnold Schwarzenegger as the new host of “The Apprentice.”
Schwarzenegger’s Tenure
Schwarzenegger’s tenure as host commenced with the premiere of “The New Celebrity Apprentice” in 2017. However, the show faced challenges and was canceled after just one season. Schwarzenegger attributed the show’s struggles to its association with Trump’s presidency, suggesting that the divisive political climate had affected its viewership and sponsorship.
NBC’s Disassociation with Trump
NBC’s decision to part ways with Trump in 2015, following his controversial remarks about Mexican immigrants, also played a role in the network’s reluctance to embrace Trump’s succession plan. The fallout from Trump’s remarks tarnished his image and may have influenced NBC’s stance on the future direction of “The Apprentice.”
Reflections on Television and Politics
Reflecting on the intersection of television and politics, Eric Trump remarked on the challenges of integrating reality TV with broader political ambitions. He emphasized the contrasting nature of the two spheres and questioned their compatibility, particularly in light of Trump’s presidential aspirations.
Conclusion
Apprentice in Wonderland offers a revealing exploration of Trump’s impact on reality television and American politics, highlighting the intricate dynamics behind the scenes of “The Apprentice.” Scheduled for publication by HarperCollins on June 18, the book promises to provide readers with valuable insights into the evolution of Trump’s career and its broader implications.
