WHILE reality shows have come and gone, The Apprentice is still going strong – and it is all thanks to a fan base who were barely out of nappies when it first hit our screens in 2005.
That includes finalists Karishma Vijay, 28, and Pascha Myhill, 22, who will battle it out tonight on the BBC One hit to win the £250,000 investment from their 79-year-old business idol, Lord Sugar.
Karishma Vijay and Pascha Myhill has made it to the final to battle it out for Lord Sugar’s £250,000 investmentCredit: Matt Frost
According to the team behind the show, Gen Z fans who have seen young entrepreneurs earn millions flogging products on social media are now tuning in to — even if it is often with their mums and dads.
Former winner , who now acts as an advisor to Lord Sugar alongside Baroness says of the young fan base: “I don’t think it should be a surprise.
“When you look at the stats, young people — 16 to 30-year-olds — over 60 per cent of them want to start their own business. It’s a common thing for them to think about having a or some other additional revenue stream.
“The thing I still love so much about The Apprentice is that it is one of the only shows I know where people come up to me and say that old people and young people watch it together.”
is consistently the most-watched programme on a Thursday night and regularly pulls in three million viewers — no mean feat in a difficult TV climate where ratings are falling.
January’s first episode had almost four million tuning in — and it got even more when others watched it later on .
On catch-up services, shows with a large Gen Z following can sometimes double their ratings. That demographic is among the most coveted in telly as TV execs want to hook young people in.
And as the way we view programmes shifts more to online, Gen Z is the section of society most likely to follow shows there.
‘There’s no gimmicks’
Paul Broadbent, executive producer, says: “For us, the 16-34 audience is huge now.
“Everybody says that audience is not watching TV — but they watch The Apprentice.
“It’s difficult to know why we tap into that but I think it’s to do with business, I think it’s to do with great characters, I think it’s to do with Lord Sugar.
“That’s why I’m most proud because after 20 years we’ve still got a young audience coming to the show which is great.”
Karren Brady branded Pascha ‘exceptional’Credit: Matt Frost
Before even stepping into the boardroom, Karishma had more than 300,000 Instagram followersCredit: Matt Frost
Karren says The Apprentice’s popularity is down to its ‘authenticity’ and ‘no gimmicks’Credit: BBC
The team behind the series and its stars were speaking at the Royal Television Society’s Anatomy Of A Hit — The Apprentice event to celebrate the show’s 20-year milestone.
Baroness Brady reckons the key to its popularity for the past two decades has been its “authenticity”.
She says: “There’s no gimmicks. No retakes. There’s no setting up anyone.
“What you watch is what happens. It naturally unfolds exactly as you see it, exactly as Tim and I witness it, and that’s why I think people like it. Lord Sugar says, ‘Your task this week is to do X,’ and off they go and do X.
“And as the viewer is watching it is how it happens.”
Tomorrow night, beauty brand founder goes head-to-head with recruitment consultant in an all-female final, which Karren praised as a “great testament” to the show.
The West Ham vice chair said of the pair: “They’re both exceptional.”
Before even stepping into the boardroom, Karishma had more than 300,000 Instagram followers.
She regularly posts about her Kishkin skin products.
Karren praised the all-female final as a ‘great testament’ to the showCredit: PA
She and other contestants are inspired by savvy online entrepreneurs such as Love Island’s , who have made their millions on the internet — and for this series they even had to incorporate TikTok updates into some tasks.
Tim says: “You get a lot of people who look down on people who have a social media following — is it only because they want to be famous?
“But let’s be clear, we are in a digital age where the new currency is attention and in order to sell products you have individuals who are very successful.
“I think we have got to move with the times. Reality is that the digital age is here. That’s not going to go away any time soon and personal brand is a huge part of it.
“Think about the multi-million-pound individual who will be able to sell on a shop one day and be a very successful business the next.
“We should be embracing that and I’m glad to see the show is.”
- The Apprentice final is on BBC One tomorrow night at 9pm.
KARISHMA, 28
From Ashford, Surrey. Owns skincare brand Kishkin
Pascha, left, and Karishma bond before rivalry in finalCredit: BBC/UNPIXS
Karishma left viewers in tears when she opened up about her folks’ financial strugglesCredit: BBC
HAVING suffered from severe acne in her youth, Karishma developed a line of beauty products which she wants to help transform into a global brand.
She says: “I’m a young girl in the world of beauty.
“It’s highly competitive and it’s a very male- dominated industry. It’s time to bring a fresh flair.”
Karishma valued the feedback from Lord Sugar and Tim, but especially
She says: “A few times, she said, ‘Karishma, you did really well’. To hear those words from Baroness Brady was amazing. She is just this woman with energy flowing out of her.”
During last week’s interview stage, Karishma left viewers in tears when she opened up about her family’s financial struggles.
And she admits: “Winning will give them the life I’ve always wanted.”
to her partner, adds: “I’ve failed more times than people have tried.
“It’s very important that the younger generation sees that there’s nothing to fear.”
PASCHA, 22
From Reading. Recruitment consultant for private healthcare
Pascha in pool on 50th floor of Dubai’s Palm Tower in February 2025Credit: instagram
Pascha on the beach last JulyCredit: Unknown
JUST 21 when filming began on the show, Pascha came with big dreams to launch her own specialist recruitment firm.
She reveals: “My goal was to open up a company by 25. Winning the show for me could make that 25 become 22.”
But obtaining funding was less important to her than getting Lord Sugar involved.
Pascha explains: “There is investment everywhere because people are interested.
“But for me, it was having on board and having his 50-plus years of experience in the business world.”
And in tonight’s final, she shares a couple of special moments with the tycoon.
Pascha recalls: “I give him a really lovely message at the end of my pitch, just to have that one-on-one with him, and also the final boardroom.
“Every interaction that you can get with Lord Sugar is special.”
Despite being rivals, Pascha is pleased that whatever happens, a determined young woman will have won this year’s series of The Apprentice.
She says: “We’re two very strong female entrepreneurs doing what they do best.
“The final showcases to the nation who we are and why we’re here.”
Eze Chidiebere Paul
I'm dedicated to creating high-quality content that informs, inspires, and delights. If you have any questions or suggestions, don't hesitate to get in touch. Happy reading!
