NBC's ``The Apprentice’’ once on life support, apparently found new life with celebrities contesting for Donald Trump's affection. 
        ``Celebrity Apprentice’’ was the highest ranked show in the all-important age 18-49 demographic on Thursday evening, and the number one primetime entertainment telecast of the week, according to figures released Friday afternoon by Nielsen Media Research.
           The revamped reality show with participants that include former KISS band leader Gene Simmons, actress Marilu Henner, and boxer Lennox Lewis, snagged the biggest overall audience for an “Apprentice” premiere since “The Apprentice 3” debuted on January 20, 2005.
             I had mixed reactions to the show. To my surprise the celebrities are bringing more drama than anticipated. Stephen Baldwin, actress model Carol Alt, and Piers Morgan, in particular, stood out as having that cut throat, take no prisoners attitude, while still being able to maintain their charm, essential ingredients for anyone hoping to survive the mines and traps of the ``Board Room’’, which has been renamed the ``War Room.’’
         Most of the participants, obvious fans of the show, who seemed anxious to demonstrate their entrepreneurial spirit, never really got the chance during the premier episode, when they were challenged to raise the most amount of money selling hot dogs on the street corners of Manhattan. The way they raised the bulk of the money, however, was by relying on their wealthy friends (who they called feverishly on their cell phones) to plunk down exorbitant sums of cash. Which is fine, since the money was going to charity, but I was puzzled how calling their friends showcased their salesmanship skills? Didn't that defeat the whole purpose of the show? Anyone who is rich has rich friends, so how were they really put to the test?
         Despite the unexpected strong showing, ``The Apprentice'' still has some glaring problems.
        I continue to think Trump underestimated the force Carolyn Kepcher and George Ross, two of ``The Donald's’’ most trusted associates, brought to the show during its heyday. Kepcher, no easy judge by any stretch, brought a critical eye to the way participants marketed a product; and wasn’t afraid to act as the heavy, pointing out how they bungled a task. Ross, on the other hand, had a softer touch, but after listening to his sound judgment, and stern advice, everyone seemed to come away a little smarter about corporate America.
     Trump's children, Ivanka and Donald Jr., by comparison, seem to be fine people, smart kids, and will obviously have successful and profitable careers in the corporate world, but right now they just don’t have the knowledge or experience to be judging anyone at this point in their lives. Their critiques are so bland and shallow, you almost feel like they’re eating up precious time and space that is of little value to anyone. It's a shame Trump let his ego get in the way, when he axed Kepcher and demoted Ross (though George may reappear this season for a few cameos) just to promote his own children. When all is said and done, that piece of vanity might actually have cost him the show.
     When asked her reaction to ``Celebrity Apprentice’’, Tana Goertz, a season 3 runner-up, emailed me back to say she was surprised how well the celebrities did, and thought the ``war room was a nice feature for the opposing team, but it takes the surprise element out of the boardroom.  There is nothing like the first shock of the boardroom when you accidentally end up there for the first time yourself, Goertz explained. The boardroom separates the weak from the strong.''
        Kepcher said she did tune into the show, and thought that celebrities, because they are playing for charity, are playing by different rules. ``You could say this show is about ``who is the biggest celebrity with the most contacts, Kepcher wrote, but I can't say I agree with the outcome of last night's show''
       Other former participants of the reality show had more important things on their mind than watching ``Celebrity Apprentice’’.  Kwame Jackson, who was just edged out by Bill Rancic in the season 1 finale, said he didn't watch the show. `` I was tuned into Barack's historic victory and inspired by a new day of unity for America''    
        So only time will tell if ``Celebrity Apprentice’’ is really on the rebound, or merely benefited from viewers curious to peek in on their favorite celebrities. I have a feeling the success of the show will depend largely on how long Gene Simmons lasts. His rock star status is obviously a big attraction, and when he goes, so goes the season.
        In the meantime, let's hope the remaining episodes force the participants to use their shrewd salesmanship ability instead of having to rely on their friends deep pockets to win a task, even if it is for charity.
    -Bill Lucey
     billlucey@bellsouth.net