Word: burnette
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...surveillance, but on TV, cutthroat, anxious work under surveillance is becoming big entertainment--perhaps in the same way that horror movies and roller coasters make anxiety fun. For Fox reality chief Mike Darnell (who's making Casino, about working in, you guessed it, a casino, with Apprentice producer Mark Burnett), the series also focus on timeless universals. "In our society," he says, "you get married, have babies and go to work. Those are the important moments...
COVER: Photograph for TIME by David Burnett--Contact...
...entertainment, The Apprentice is not quite Survivor--hype aside, Manhattan can't out-jungle the jungle--but it's much more exciting than Burnett's take on the dining business in The Restaurant. The challenges, which make up the bulk of the episodes, are cleverly designed and guarantee dramatic sparks. Above all, it was smart to borrow the provocative battle-of-the-sexes motif from Survivor: Amazon, even if the casting questions Burnett and Trump's claim that the contestants were chosen (from 215,000 applicants) mainly for brains. The women range from hottest-woman-in-your-office...
...time to the camera. A little jowlier than you may remember from his '80s heyday yet still imposing, he's a stiff narrator but comes alive in the "boardroom," site of the climactic firing meetings, charming his candidates one minute, curtly smacking them down the next. Trump and Burnett, trying to distinguish The Apprentice as the brainy reality alternative, like to say there is "no dating" on it. That's not true. The men and women alike try to win Trump's heart, to learn what moves him, to find the je ne sais quoi that will make Trump...
...that an inaccurate reflection of the corporate world? If only. The Apprentice is about cunning and sales savvy, yes, but even more about who can--like Burnett did--learn how to say "all the right things" to a man of great accomplishment and greater ego. That person will walk away not with an engagement but--perhaps sexier in a still tight employment market--a job. And if really lucky, maybe even a handshake...