'Apprentice' does job for BBC

Fourth series debuts strongly

By STEVE CLARKE

LONDON — The fourth U.K. series of reality juggernaut, “The Apprentice,” has done the business for the BBC bowing with record ratings.

Episode one of the show, launched on flagship web BBC1 March 26, was watched by an unprecedented 6.4 million viewers, almost two million more than the first episode of series three.

The hour-long opening program achieved a 25% share, according to unofficial overnights..

This was despite strong competition from rival webs including live coverage of the international soccer match between England and France shown by Sky Sports 1.

The night’s main loser was ITV1 drama “Rock Rivals,” which sank to a new low of 2.2 million – an 8% share, an embarrassing rating for a high-profile drama.